Because I love the watch, and am, additionally, intrigued as others usually do not. But I am thrown a bit by your question, as it begs others. From what point of view do you ask your question? If the question is of quality, it is a 3940 or 5140 with different bezel and lugs, as per a 3919 /5119, or even a 5040, cased differently. If it a question of popularity, it has to date been a loser, as was the 5020 until it was no longer made. If it is rarity, compared to the 3940, it is supremely so. Two years ago and before, when a 5039 was offered up for sale, it went for relatively less than it's peers - if it sold at all. Recently, I have noticed that to be less so. But the bigger question is, what do YOU think?