I completely agree with you. I don't know where that line is, but we have crossed it into "yes we have debt and are working on paying it off, but we are also doing just fine and if we want to by brand name Oreos, we will" if that makes sense. When I freelanced and made very little, we couldn't do much of what we do now. And no, the money isn't everything (in fact, most of what we've been doing since I went back to work full time 2.5 yrs ago is maxing out on retirement and trying to put aside as much as we can for the kids' college) so we're not spending like fiends but also, we don't need to live in ramen anymore. I'm exaggerating...but we rarely went out, if the kids needed clothes, I'd say to myself "this week I can buy this one's sneakers, next week I'll buy that one new jeans," etc. so, it's nice to enjoy life's little pleasures even if it's just the extra 15 cents for cheese.
All that said...I use sales, coupons, ibotta, swagbucks, etc etc all the time. It's ingrained in me. Not gonna stop.