I have Bernina 440QE, Bernina 710, Bernina Quilt Frame and Bernina Serger. I love my machines and was drawn to purchase them because of the store where they are sold in my area: A Different Touch. They are not just a sewing machine store, they service machines on premises and are also a fabric and notions store and hold classes - something going on almost every day. I go to a Bee there and a monthly Bernina Club. I have learned so much, been encouraged so much and met many wonderful people there.
So before you buy a machine, check out the shop. Do they offer free guide classes with a new purchase, do they have Bees and clubs you can attend to hone your skills and learn even more about your machine, do they service machines on premises, etc. You can't put a price on service!