what first sold me on the product is that it has metal internal structure and is solidly built. Secondly, there are so many features - the list goes on and on. And so many stitches! Another selling point is the number of instructional videos I found - from Singerco, HSN, and strikesmyfancy, along with other owners of the product. This selling point is something other sewing machine companies underestimate - if a consumer cannot see him/herself using the product, watch it operate, and have lessons on how to use the machine in different settings, a potential buyer is apt to lose interest. Given the amount of competition in the marketplace for this level of purchase, the $500-1200 range, one would expect to see better promotion than a paper advert that gives little incentive save for price point.