Are you sure you didn't just see a sales meeting?
If you're a farmer in the market for a $200k combine harvester, sales guys will be happy to put you in a $200-a-night hotel so you can attend their invite-only presentation on how their latest models give you 10% more yield with 30% lower labour cost thanks to the new auto-steer mechanism and six-stage threshing mechanism. And they'll hand-hold you through all the calculations to write a business case.