Yeah...I totally understand that. I realize also that $100K isn't that much to many people as well. I work in the yachting business, and that just starts to buy some boats.
I have a local studio owner friend, that basically opened his wallet to his Sweetwater rep, from Focal TwinB's to a nice selection of channels strips, comps, routed thru RME, ....etc. I know he dropped some cash for a "mid level" studio, but it IS paying off, as he is getting a chunk of customers because of it. Expensive "advertising" though. I think my Sonar kicks his stripped down version of PT11. He can't afford his new plugs now, after the Manley's, Royers and custom furniture.....etc.