I think alot of people feel this way, which I don't blame you for.. My friend bought Kuiu merino because it is cheaper and he's a pretty broke kid lol.. Other companies like First Lite do cost a little more, but you really do get what you pay for..
I have both Kuiu and FL merino and if you hold them up next to each other and wear them both there is no question whatsoever which is made better..
With Kuiu you also don't get products that live up to their advertised specs.. Do you really think the Chugach or Yukon Jackets are 20,000mm/40,000gm2 breathable?
Besides that, I'm picky about where I shop from (for anything). I don't just look at the prices only, I look at all the other factors involved. To me it's similar to why I don't shop at Walmart. They are the cheapest on the block but I don't like their business model or attitude, where their products come from, where their campaign contributions go to, etc.
Those are just a couple of the many reasons why I don't mind spending the extra $20 here and there..
I've tried on Firstlite clothing as loved it. If I could afford it I would buy over Kuiu. And, when I can afford it, I will buy it. I also tend to watch where my money goes and do avoid Walmart as well. I know I sound like a huge hypocrite but I am just a college kid trying to get in the woods.
On that note, if anyone has any Firstlite gear for sale let me know!