It's also to maintain the status of being one of the "majors" in the store. The more business you bring the store (via purchases, customer referrals, etc.), the more your status grows. The more your status grows, the more fringe benefits you get. Benefits include SO's, invites to public events, and the penultimate, invites to private store events and fashion shows and the chance to have special SO's (the kind where you fly to Paris to sit with the Hermes design team and create, you know, apple holders and laptop cases).The rumour is that many ladies are on the same track, to show their purchasing power, and to get to SO the croc birkin that they want, and more. Bizarre.