There are plenty of people who eat out multiple times a week, and don't ever think about what it costs; it's a normal thing for them. Those ads are aimed at those people. My mother, for example, used to eat out more than in, until my step-father was laid off a few years ago; one of her primary complaints was that they'd had to cut back to eating out only 2x/week, and to even do that, they had to go to restaurants that averaged $10/entree instead of $20+, and quit getting acholic drinks and desserts with their meals... and she didn't understand why I wasn't more sympathetic - I go out to eat maybe once a month, and usually at places like Black Eyed Pea, where the servings are so large that I bring home enough for 2 more meals when I'm done. When I was a kid, we didn't go out very often, but that was a long time ago, and she became so accustomed to eating out several nights a week that it was a significant change for her, and in many ways hit her harder than changing her shopping habits, looking for generic equivalents for on-going medication, and so on.