I spent a fortune on my diamond. It is the best machine I ever had. I also like the top Janome. But can only afford 1 outrageously priced machine! I had free interest, so I bought it. I like all the functions and I embroider too. I take real good care of it because I can't afford to replace it . Retired, fixed income and all that! My husband has motorcycles....I have sewing machines. Life is good. I guess the smart a lack answer to your question is ....because they can!!!