Cheapest reliable alternative
For most products and services, most of the time, people sign up for the Cheapest Reliable Alternative Plan.
If everything appears to be the same, then of course they're going to pick the cheapest one that's good enough.
In the face of this understandable strategy, you have a few choices:
You can be cheapest (difficult to sustain).
You can be more reliable (great if you can figure this out).
You can redefine the playing the field to be the only one (most preferred).
Buying a new microphone or lights for your DJ business doesn't do any of these three to your competitive status, it merely makes you feel good. Same with re-organizing your office, painting the parking spaces or buying a new laptop. They merely keep you where you were.
The scalable, profitable strategy is to change the game, not to become the most average.