I think it is not always a matter of price, but more a question of how much long term value do you get for your buck.
Maybe value is in the eye of the beholder, but anyway, here is how I think about expenses:
Long term consumables (ex: clothes) : this is where i strongly agree with @Gotama: Buy something that you will only have to buy once and still be there in 10-15 years. For instance, I bought my winter shoes in 2011, have worn them every winter and they still look like new. That is so far a cost of £60 per year for top quality. So yes, it is a mix of buy-it-for-life and what-is-my-average-yearly-cost-for-top-quality?
short term consumables (ex: groceries, internet, phone abo …): since these are all products that will be short-lived, i will buy the cheapest product that complies with my standard of quality, regardless of packaging. That means minimizing Coop/Migros and favorizing Lidl. The packaging/marketing is incredibly better in Coop/Migros, but that is not what i am interested in: iam interested in the actual food, which is the same quality. Plus, after all these marketing costs, Migros/Coop still make 30%+ margins. Fortunately for them, Swiss people are the most price-insensitive persons i have ever met.
Financial services: Here it is more nuanced. There are instances where Swissquote has more advantages than IB (for instance, there was a company i was interested in that was only available at SQ and not in IB) and for the buy an hold investor the costs won’t make that much of a difference at the end.
However, what gets me mad is that people confuse Switzerland’s political stability (which is real, and is a tremendous asset) with quality and trustworthiness of Swiss banks. Anybody having read the financial history of the last 30 years knows that Swiss banks are really not a model in terms of conservative banking. In 2008, who were the last institutions buying shitloads of CDOs when everybody else was trying to get rid of them? Swiss banks. In 1998, who were the biggest investors (and biggest losers) in the LTCM scandals? Swiss banks. If we get any hint from history, those institutions are really not a model of conservative banking.
They had a very good business model in the past where they could offer discretion and secrecy against super-high fees, but with the evolution of the industry this is a thing of the past, and they have not yet adapted.
People feel like having their money in Swiss banks is “safer” (and i have some cash in here as well). However, they should realize that those banks are more catering to their emotional needs than their financial needs. If they were really worried about safety, they would investigate the balance sheet of their financial providers, and not rely on a shortcut “swiss/not swiss”. UBS/Credit Suisse may benefit from government bailout, until they won’t. But my money will never go to them.