Expensive certainly doesn't mean better
One of those European based companies starts their "How to" section by stating how your cars' finish says a lot about you as a person, so you should take extra care with what kind of products you use. While I think they were pandering to a slightly more vain market than Australia with that little ditty, I do agree with them to a certain degree. What they omitted though was that the majority of the waxes on the market will do the same job their $1200 tub of wax will (yes, that's how much some can cost - there are others that are crazily priced at 10 times that!). It's what's going into the waxes, to achieve this great public perception that makes all the difference, not the direct results.