I'm relatively new to this quilting/sewing gig. 4 years ago I did not know who Kay Wood is. Her image or endorsement would not have made a difference in my search for a machine and I did my own research. Many buyers, however, gravitate towards "image". This is natural and effective marketing. Marie Osmond is representative of a busy, creative, successful middle-aged mom - an overall positive "image". Cheap sewing machines are on display at the same place you shop for groceries. A person new to sewing, hoping to bring out the creativity in themselves could be lured into purchasing a cheaper machine, not knowing the difference in quality. Janome, along with Bernina, Pfaff, and other fine quality machines are more expensive, and for good reason. But they are still competing with the $79 sewing machine. Bottom line from a marketing standpoint: influence a potential sewing machine buyer with a positive, upbeat, recognizable image, then let the machine(s) speak for itself.