When your message is consistent it is easier to communicate. And easier messages cost less to deliver.
Newest Technology and Lowest Cost don't go together; they are mutually inconsistent and inherently confusing to the consumer.
We go to Wal-Mart for low priced clothes, not for high fashion. Jaguar or Mercedes won't promote their cars as cheaper than Chevy's. If you see a Rolex for sale for $200 you would assume something isn't quite right.
The same for hearing aids. It is easier for patients to understand and have confidence in your pricing if it matches the image of the product you are selling.
