Mostly because these lights are reliable and well built. Over the years I have discovered that spending a bit more money on a quality built item once is better then spending two, three, four or more times over again on slightly cheaper items that are not as well built.

That being said, I have been burnt by expensive tools that just didn't cut the mustard and have been surprised by some less expensive tools that rocked.

I personally LOVE my little NiteCore EZ AA... it is a pretty cool little light that is well built and as bright as I expected. I almost like this light more then my NovaTac EDC120P that I have been carrying for a few years now. For the money (and the money you can save on batteries) I would go as far as saying it is a better light if you don't need/want a tail-cap switch. I can't wait to try one of NiteCore's Smart Piston Drive lights.