Everyone has such great opinions here. I'd like to strike a balance, but also try and analyse things what they are really worth.
Can you really tell the difference between individual flavours? If not, eating at cheaper, decent restaurants or even better, a great home cooked meal works out better and going to a 5 star restaurant. You'll be healthier too!
Does a BMW really feel like a much better drive for the type and amount of driving you do? If it isn't, get a Toyota. You'll get better mileage, it won't break down as much and no one wants to steal your car.
When you go travelling, do you really want to spend time at a fancy hotel or outside enjoying what the location has to offer? Stay at the cheaper motel and spend more time outside enjoying the sights.
Do you want to live in a fancy expensive neighbourhood with a walled garden where your neighbours play golf, wave from their Mercs, but its actually akin to Desperate Housewives where everyone is homogenous, bored and bitchy? Or would you rather live in a modest community where you get a diverse, genuine people who help each other?
Sure you can occasionally splurge, but if you're sensible about it, I think you might find that the "Cheaper" alternative actually makes your life better. So I wouldn't think of it as being 'frugal' so much as choosing options that make you evaluate life differently.