Yes price is a consideration here....these machines are not cheap. But my advise has always been in regards to service. What store makes you feel welcomed, what store is willing to share their knowledge, what store is really 'listening' to you. What is the turn around in their service department. Where I live now for service on either my Bernina or Brother machine I have to travel a good hour one way....sometimes I can wait for repair, some times I have to make a trip back. To me service for our machines is everything....