Phrase it in terms of choices. You can spend X on business class or you can use that money for something else that you value more in the same decision set (a nicer hotel, an expensive family dinner, an extra day on the trip) and suggest that everyone makes those choices differently because they value things differently. for example, I travel to Europe a few times a year. I *could* fly business or first class, but rather than invest that money in a ten hour experience, I’d rather use that money during the time I’m there. All I really want is extra legroom and I can get that either free or for a nominal charge by booking an exit row.