The few people I know who are into the Pelaton community do it for the competition/gamification element. They watch their status against global leaderboards and are highly motivated by it.
For those that it works for, great. I am highly motivated by competition, but those prices are too rich for my blood.
Maybe there are also people into Pelaton who are like those who pay a monthly gym subscription even if they have space at home? And could buy a home setup that saves them money. The monthly pay makes them commit financially and motivates them to go to the gym consistently.