It's either people with 2nd characters, or people leveling other jobs on the same character. One thing you have to realize is that you really only rent the equipment, so even though it's a lot of money, it'll save you time healing while soloing, and then you can sell it back for about the same price you bought it for. the people that would spend 25k on a level 1 cap would be able to level past it and sell it in the same day they bought it.