Naturally, price is a concern for almost everyone. But choosing the least expensive product up front could result in noticeably lower performance and/or lifespan. Higher quality products last longer and function reliably over time, so the cost-per-year will be lower and your ultimate return on investment higher.
It is also important to consider money saved when replacing a live grass lawn with synthetic turf. Often, property owners have no idea what it really costs year in and year out to maintain their lawn.