My husband and I are planning a trip to South Korea, so we were watching Korean food videos on YouTube one recent evening. In one travel vlog, a young American couple is checking out a popular fast-food chain called No Brand Burger (definitely not on our itinerary). The official motto of No Brand Burger is refreshingly un-American: “Why pay more? It’s good enough.” The frankness made us laugh, but at a cheese tasting the day before, a guest had basically asked me the same question. How much do you have to spend to get good cheese, he wanted to know, and at what point are you spending more but not getting more quality?