We needed a new toaster and wanted to get a good quality one.  We have had cheaper toasters in the past and they either didn't last or didn't toast properly.  We even tried buying a toaster oven but weren't happy with that either.  We decided to go with a quality toaster and pay the higher price, knowing that kitchenaid was a quality product.  We already own a kitchenaid stand mixer and tea kettle.  We love our new toaster and are so glad we purchased it! [This review was collected as part of a promotion.]