Don't laugh - Blendtec is another $300-ish industrial strength blender they sell at Costco and it's really really good (and i noticed near identical one used at Peet's). I don't want to get into detailed discussion but they are definitely a premium option just like for example Tumi in luggage, Benz in cars or Four Seasons in lodging. Whether those high end options are worth the premium over cheap generic brands is really up to you and your preferences in a particular market segment.