I don't think they're showing off....mainly because many people in the USA, outside of places like this forum, have never even heard of them, so wouldn't know whether or not I spent 10 bucks on them (Jandd seems to be the main brand around here), even a bike shop here where I asked them didn't know what they are. So its not like the "brand" is a status symbol.

As you said tho, less costly alternatives would probably be fine (just maybe not last as long), at places like Nashbar. They might not be as waterproof as Ortliebs tho, so if you ride in an area where you could get caught in rain, make sure you have ziplocks or larger plastic bags for stuff you wouldn't want wet, like a laptop (I often carry my laptop, so wanted something like the Ortliebs so I'd feel confident it will stay dry).

Jandd also usually has some stuff on sale that just has minor unnoticeable cosmetic flaws and whatnot (kind of like getting clothes at TJ Maxx), for somebody looking to save a few bucks and get something decent - check here: http://www.jandd.com/search_results....earch&iLevel=1