While I don't know why everybody buys what they buy so maybe I'm only speaking for myself (and I still haven't gotten around to actually using V3 yet, but I will as soon as I have time!), but it is possible that some people aren't attempting to create a custom face, but are actually using it as a tool to accomplish something further. For instance, as cool as it would have been to have created Victoria myself, I recognize that even if I had a clue as to how to start (which I don't) it would probably take years and years to do something like that from scratch. During this entire period of time I wouldn't be able to actually do anything with the model, because I'd be too busy creating it. So, I simply purchased Victoria (2, and now 3). I can still customize the model, but it is far less effort and I get to concentrate on what I would rather be doing, which is creating the final scene, of which Victoria is merely a part. I feel vaguely guilty that the work isn't all mine since DAZ really did the hard part, but I feel quite happy that I get to actually compose the entire scene, and that happiness more than makes up for the vague guilt part. While I don't see myself getting a single pre-made face becuase V3 should allow me mix and match and create a "custom" face, if that option didn't exist and I only had pre-made faces, I would use them, the same way I'm using a pre-made character or pre-made clothing; as a tool to help me more easily create the final result. Hmm... I'm not sure what the total number of reasonable "custom" faces will be, but I expect that since many of us will use the base sets and mix and match, probably mine will periodically look similar to somebody elses'.