For me it's very obvious. I love our new Breville die-cast two-slice toaster. It's attractive, makes perfect toast...but it's the high tech automation that won it over for me. Everything is controlled with push buttons. The toast lowers automatically, can be raised for a quick look by pushing the "peek" button, can make the toast darker by pushing the "a bit more" button, and lets you know how the toast is progressing with a row of leds. It's pricey and has ridiculous features that no one needs, but it works perfectly and is fun to use!