i see what you are getting at, but coming from a professional tech who works on German cars, i can tell you in ten years the tool box would be worth more than the vw. Plus i can write off the purchase of the box on my taxes whereas i can't the car. Lastly, the tool box will likely never have a failure. the vw on the other hand...
all kidding aside, from a tech standpoint a toolbox is something you buy once and have for a while. More like a house purchase than a car. I personally don't own a snappy box. I have secondhand matco box that was every bit an 8k box that i paid considerably less for. How the prices are figured out, i do not know.
but to follow your car theory-- how can you justify spending double or triple the money for a bentley contiental or audi a8 when a vw phaeton is the same car built on the same chassis layout? You pay the premium for prestige as well as better build quailty.
Consider the snap on box the bentley of tool boxes. Cheaper boxes do the same job. But prestige and trade in value are w/ the snappy.
....... Also went people in the know see my box they know I made a real investment in my career and I'm more likely to be a better tech. That's just my opinion, most guys that don't make a big tool investment are down the road in short order because they **** anyway.
Like I said, Ive done it over and over. I'm just waiting for someone to give me a good reason to justify why Snap-On charges so much for them other than the sticker on the box.

The image you present makes a difference in business. That is the same reason that I am washing my tool truck on a Saturday afternoon instead of riding my 4 wheelers.

He's obviously not a technician and doesn't understand the value. There are a million threads on this forum that are exactly the same as this one. One guy doesn't "get it" about SO prices and the other guy tries to explain. I gave up awhile ago. To the people who don't get it feel free to buy whatever you want and think you saved money over getting the SO box. No problem for me. I just got 7 slides replaced on my box and 4 lock n roll pieces replaced without a hassle. Try that at Sears or HF. Also went people in the know see my box they know I made a real investment in my career and I'm more likely to be a better tech. That's just my opinion, most guys that don't make a big tool investment are down the road in short order because they **** anyway.
That statement is so far from the truth its laughable. I've been working as a tech for dealerships for many years and some of the best techs i've ever worked with used cheaper toolboxes loaded with quality tools. The box doesn't make you a good tech, it might make you LOOK and FEEL like a better tech but it doesn't give you better skills. I started out using a Craftsman box for the first 12 years with no problems, then i used the Harbor Freight box for about 4 years with no problems, and just recently bought a used Snap On KRL1022 in "like new" condition for really cheap on CL. Whats even funnier is the 2 guys in our shop with 15k + Snap On boxes are the ones with the most comebacks, and the best tech in our shop who is the shop foreman has a 30yr old Craftsman box......
I'm saying that all the manuf skills & design in the world don't justify a $17k toolbox.
Yes... watching it now....
I'm not saying that good techs have Snappy and bad techs have lesser quality boxes. I'm saying when you invest heavily in a profession you're more likely to also invest more of yourself as well.
To each his own, I'll keep my SO boxes (yes I own two now) and they'll last me a lifetime and my kids will use them when I'm gone.