Right...but the machine didn't sit for a month on a table in the store, and be used by 30-40 people and sold as new?
Any store (reputable) in my area has demo machines that are sold as such. They are set up and are floor models. Opening the box with the customer sitting there to watch , test sew and give some direction when the sale is done, is different that a machine that has been used as a demo machine. If I want a demo machine, I expect a discount.