That's the slogan from Last Year's Model. They believe if you buy gadgets that don't suck, you'll use them longer and not need to buy new stuff all the time—thereby going green. Seems logical.
Joel has a great writeup on Boing Boing Gadgets about the non-new gadgetry he uses on a regular basis that's a pretty entertaining read. And seeing that I believe you get what you pay for (to an extent), I can't help but agree. [Last Year's Model via BBG]