Ed Ames
Member
Actually, he's trying to imply that people who don't spend as much don't value their lives as much. This is a common idea, not just in guns.He's trying to imply that cheap guns often don't work, while pricey ones always do.
If he is willing to spend more than someone to be safer, he obviously places more value on (his) life than they do. And, since people know themselves best, that means their lives really aren't worth as much.
It is a common emotion-driven sales tactic, to get people to spend more. There are variations for everything from guns to funerals, all intended to get people to spend more by exploiting the emotional response they feel when told that spending less means they care less. And, of course, if it works on you then you have an emotional investment in it being true so you will promulgate the same idea.