Both buyers have a spot that they are trying to fill. That is why they are customers. If it is of such a contrast that it is not complimentary, the customer has no use for it. If it is complimentary and not in contrast it most likely will be the same as what they already have, offer or do.
Price can, and sometimes is, a form of upgrading.
Price, however, does not have to mean more expensive. Often price is the last form of upgrading to come into play. Better value, wider selections of color, shape, material, uses, sizes, newness, uniqueness, rarity, are forms of upgrading that play a big role in customers' decision making processes. People upgrade to look better in their own eyes or someone else's eyes. Detecting the various components in their thinking is another.