MRI scanner TV commercials?

This is driving me crazy, and I must know. Please please post a comment if you have any idea. To the question:

Why on earth is Philips doing TV advertising for their new MRI scanner? It's not exactly something the average homeowner decides he needs to the garage or toolshed, now is it? Or are people going to be clearing out their pool rooms now, to have some beers and a brain scan with their mates friday night? And of all the channels they air it on, why OH WHY did they chose Eurosport? I'd be very grateful if anyone could exmplain this to me, because it makes absolutely zero fucking sense.