I am sure the profit is great and all. With all the features the mainstream manufacturers are getting what's the incentive of getting a luxury brand. Other than the badge. Look at the Lexus ES350, it doesn't come with navi, fog lights, but it does come with a heated steering wheel. With the Avalon, it comes with navi, and fog lights, maybe missing a few little things that the base Lexus has. But its also $4000 cheaper.