Because it can save your life. And yes, the Market is smaller. Millions of cell phones are sold daily..... Not many beacons are sold all year. And, picture skiing. If you can afford $500 skis, $500 boots, $200 bindings, and all the other skiing/BC essentials you'll drop the $300 or so on a device that will save your life/your buddies life. The new Orotvox one is like $500 and has a monitor and shit. It has burial depths, and all this other fancy shit.
*insert claim here*