I factored in that I had my speakers pre-construction. I did have PoE security cameras installed, 6 1080p cameras including having the ethernet cabling brought from all over the house to my breaker panel was $2000 (Canadian). 4 rooms worth of Sonos speakers would have cost me more than that, and running speaker wiring to the 8 speakers in 4 rooms would have been cheaper, and in-ceiling is just plain nicer than any solution involving boxy speakers around your home. Not to mention one of my pairs is outside in my backyard -- does Sonos even do weatherproof?
Add to that the fact that had I bought any Sonos hardware it would already have been rendered obsolete, no longer updated, and no longer compatible with new hardware just emphasizes how expensive a Sonos solution really is long term.
Considering my 7.2 Denon receiver which drives all my ceiling speakers as well as my home theatre was half the price of a Sonos connect and already has Airplay 2, Bluetooth, and will play major services like Spotify and Sirius directly over WiFi with control from my iPhone, I really didn't and don't understand what Sonos connect actually does for me except wasting an insane amount of money.