Sewing machines I get – it's the original labor-saving device. But I thought embroidery was supposed to be a time-filling hobby. This sewing/embroidery machine seems to remove embroidery's busy-work. Basically, the Quattro2 imports an image of a design and automatically executes it (it's actually much more sophisticated than that, but this is the best I can do in a fat 'graf). This way, the embroidery hobbyist can exploit their creativity without the drudgery and frustration, which sounds legitimate if the machine didn't cost $10,000. But since this is a second generation model, I guess there is a market for this kind of machine. If you actually own and use one of these, forgive my ignorant snarkiness.