To better give you an idea of why in the hell.. let me give you a recent scenerio.
First off, rich people "compete" to have the best house on the block. Seriously, they compete. Anyways, we did a house in Washington Twp. The install was about $40K nothing too outrageous. This was the first house in the sub. Anyways, two weeks goes by, and we get a call from one of the neighbors. She calls and wants us to come give a quote. So, one of our reps goes out there and meets with her. Come to find out, this lady has her house built on TWO lots. Two. Your talking $900K + lots of a sub with 9-10 houses. She told us she had to "buy" two houses but only had one built. She literally bought the lot at full cost because the builder wouldn't sell her an empty lot because he'd lose money not building a house. So, she had her house centered on two lots. $1.8 MIL atleast for the house and land, but I'm sure the total is alot more than the "entry level" $900K house cost. Anyways, she tells us she want's an extravagant landscape design. Well, our sales rep takes her out to a bunch of different houses we've done in the past to "site see" others homes. Of course, the customer from the past is at home and "welcomes viewers" because they love showing off. 6 HOURS later of "site seeing" she agrees to have us send our architect out there. He goes out there, and meets with her for 4 more hours. He starts on the design. He finishes the design, and hands over a 4 page long plant list. We add it all up, and the grand total is $144,531.06 This is landscape, sod, and sprinklers. The sales rep. takes the customer the print and goes over the entire quote with her. After 20 minutes of "plant questions" with our sales rep., our customer goes to her purse, grabs a check, and writes us a check for $80K even for the downpayment (we require half down upfront, other half on completion.) This was last month. We STILL haven't even gotten close to starting this job because the customer is waiting for her pool to be finished. The sprinklers are in, but that's it.
THESE are the customers we deal with, and want to deal with. If you deal with people like this all day, you'd be buying Benz's too.