I know its pretty steep,
Most people who buy it are companies, and then they use it to make things, like i know a few people who make computer games, and a guy who works for Soney, they don't use it for most games, but i know another guy who works for a company, he done a Degree in 3D Max, and now he makes houses for development, like an "artist impression"
3 Grand is a lot, but most then companies can make a lot of money from it.
the PC game "Rome Total War" was made in 3D Max, and i think the new one will be made with it as well, so rendering an existing model only uses about 0.01% of 3D Max's potential. To get the most out of it take an evening course in it or something, then you can become quite good