In fact, many people are sleeve shoppers when picking out the latest fashion to wear. They see something they like. Then they look at the price tag hanging from the sleeve. Then they decide how much they "really" like it after they factor in the price. They are deciding if they like something based on its price first and the utility of the item second.
On purchases that don't have to made immediately, people often do extensive research to determine where the lowest price can be found. They may try out various versions of a solution, look at them online, read reviews about them, and talk to friends for their opinions before determining which one they want. Then they will purchase that one at the lowest price they can find.
The internet has made this a lot easier than ever before. It used to be that someone would have to visit several establishments, request brochures, and make phone calls to learn about a particular product, service, or solution they were considering. Now comparisons can be made relatively quickly and easily online. For the price sensitive shopper, they can readily see which company offers what they want for the lowest price.
Of course, price isn't everything. There is shipping, availability, extras, experience, reputation, and other factors that aren't strictly a dollars and cents issue but factor into the value nevertheless.