Yes, on could buy a car for that price. However, when I consider how much my brothers pay to belong to a country club so they can golf, that price puts it in perspective for me. They sell these machine to a buyer who has a certain profile...a person who can afford it and also has sewing/embroiderying/digitizing a high prioity in their life. Yes, it would be nice if it also could clean my bathroom, but even machines have their limits...darn it! I can not afford this machine, but there must be enough people out there that can afford it. Otherwise, this price tag would put them out of business.