That may be your preference and opinion, but there is nothing inherently "natural" about it (i.e., it is not a universal trait of human nature). Many people base buying decisions on cost/benefit analyses rather than absolute quality. For example, many would say Lexus and Mercedes Benzes are better cars than Toyotas and Hondas. But given these choices I would always select a Toyota or Honda even though I could pay for a Lexus or Mercedes if I really wanted one. For me, Toyotas and Hondas offer better than adequate quality at more reasonable prices. I prefer spending my resources wisely rather than having the "absolute best."
One could argue that Leicas and Leitz lenses produce slightly better pictures than other 35mm cameras and lenses (which I personally doubt), but the price you pay to gain this marginal (and perhaps nonexistent) increment in picture quality is very high - beyond what most consumers are willing to pay.
However, I would never say people shouldn't buy "the best" if that's what makes them happy.