Fitness is, on its face, about helping people achieve real, meaningful changes to their bodies, health, and capabilities. It's about improving weaknesses, functioning better, and living more richly. With that promise, fitness grabs our collective attention as an alluring and fulfilling goal, something worth investing real time, money, and focus.
As with any investment, we care about the results; in fact, the more we invest, the more we care. Of course, we care about the "return" on our investment--what has changed--but, because it's our sweat turning the crank, we also care how it feels getting there. So if we care so much, and have invested so deeply, shouldn't we also care about the tools we're using to get there?