Was $500 when we got it on sale five years ago. The same model is $750 now. I was skeptical when my wife did the research and picked it. I couldn't believe they made non-commercial machines that cost that much. But I've got to hand it to her in this case at least, it was worth the investment. We've followed all the maintenance and taken care of it, and it's still chugging along same as new. With decent freshly roasted beans, the lattes taste as good as anything you can get at the best third wave coffee shops.