The idea is to spend less money. Power is determined by what you have to input and how many bays you use to achieve the assigned power. Obviously a 10,000 watt ERP will take a very significant investment. Your transmitter will cost several times what a transmitter would cost to output 400 watts. More power means more costly coax and bays that cost much more than the ones that only have to handle the 400 watt ERP. It can be said there is no free lunch, but you can get going with less debt going at a higher HAAT and lower power. You'll pay more to be on a tower at that HAAT but that is a monthly fee much easier to handle than the costs and interest on the dollars needed to go 10,000 watts and the lower electrical bill will likely make that higher tower rent look pretty good. While it is an apples to oranges comparison, a 25,000 watt AM Nautel transmitter will run you about $60,000 but a 300 watt Nautel FM is around $5,000. Going higher at a lower ERP is always the best bet. In fact, height makes sure you get out there more than how many watts you're kicking out. Just look at the amazing coverage of the LPFMs way up in the air with their flea power here in the Houston area.