There are 2 distinct different markets this thread's discussing & each one has it's own set of rules

1) "If you won 35 million" is discussing the retail market & therefore has to play the game of retail marketing. Are there differences between a Mercedes & a Ford- absolutely- but if you watch the ads for both cars you'll find the "feeling" of buying a Mercedes is what motivates the buyer to make the purchase. A sign of prestige, having wealth, etc, is what sells Mercedes. My local Mercedes dealer has their showroom set up like the streets of Venice (water canals & all), you can have wine & cheese, etc while your car is serviced & you become a "member" of the dealership having almost the same "feeling" of being a member of a country club.

2) there are no "feelings of prestige, etc" when buying a piece of equipment. In my experience, the buyer wants either of 2 things- inexpensive purchase price (with the hope that higher repair bills & downtime will be limited) or absolutely the lowest cost of repairs & downtime (with the associated higher purchase price).

When the customer is willing to pay a premium for limited downtime- then the question becomes- which brand will give me the best bang for my buck? If a higher priced machine promises the best service life, the least downtime & reasonable parts costs & availability, then, if that's what the customer wants, then the purchase will be made. Following up on the promise is key & where most fail.