I had not heard that name for an embroidery machine in years....from anyone but my mother (My mother has an old Meistergram "monogramming machine," which is what she still calls it today). As the features have gotten more complex, these machines do far far more than "monogramming" now in the new millennium.
Setting aside the features for a moment, what you are really looking for is support when you buy a machine. You get people who have years of experience plus a inside line to the manufacturer when you need a part or a patch when you buy from a dealer. When you buy from a big box store, you get a highschool kid that hasn't a clue about monogramming or how to figure out why your design pulled and rippled.
You also get classes. The big box stores that have "teachers" do not give "guide classes" on how to use the machine. They have project classes and it is assumed that you know how your machine works and that you can follow the instructor for the project tasks. When you buy from a dealer you are tied to them and they are tied to you. Your warranty for most embroidery machines is through them, not through the manufacturer. You have someone that you can walk up to, put the machine down infront of and say "see" when you show them what is wrong. The big box stores give you a 800 number.
Beyond all of that... you get the features. Oh the features... The quality of the machines that are sold in dealerships are higher. The stitch outs are far more accurate and the required service that is needed is less because the parts aren't designed to be disposable. You get an abundance of designs preloaded, and assistance in loading more. You get the feature of the embroidery instructor showing you the software that makes your machine dance.
You get a smorgasbord of accessories available to your for purchase that were designed for your machine and demos to go with.
What brand over the other you should buy, depends on what market you fall into and what your preferences for the "user experience" is. If you are looking for high precision and ultimate control, you might go for a Bernina. If you are looking for something that was geared for an older-generation user you might go for a Viking. If you want some whiz-bang features of having a robot arm thread your needle or air thread your serger, you might go for a Baby-Lock. It is all in what you think you would enjoy, trying them out and giving them a spin... and when you realize that, and have the support you need, you then have found your dream embroidery machine!