> Which ignores the waste disposal externality and alternative uses of the resources used for replacement. The whole point of the slogan is to address the fact that being wasteful has costs that you don't see up front.
It is a rare person who will pay >100% to repair a broken device rather than pay 100% to replace it with a newer, possibly superior product in order to avoid the (more or less abstract in our minds, despite being very real) cost of all the externalities of that decision.
It usually manifests as a person who will pay more up front for something with a lower total cost of ownership.
For example, Person A buys a new phone for $500 every 2 years. Person B buys a new phone for $525, and spends only $75 to replace the battery for a 3rd year. After 6 years, Person A spent $1500, and Person B spent $1200. Person B preferred to buy a phone that was more expensive up front, but cheaper to repair later.
But the other side of the equation is that the company selling to Person A makes more money by diminishing repairability. Person B is furious that Person A even exists, because the producers would always prefer to sell to the person willing to pay a higher price.
It is a rare person who will pay >100% to repair a broken device rather than pay 100% to replace it with a newer, possibly superior product in order to avoid the (more or less abstract in our minds, despite being very real) cost of all the externalities of that decision.