Personalization. It's key to the way that business is done today. Whenever they embark on any major purchases for the home, consumers are always thinking "personalization." This applies to flooring, furniture, the pool, the patio, the lighting, etc. The more expensive the home, the more personalization its owner is likely to require.
I am of the opinion that there are two major reasons why people choose ceramic tile floors over other flooring surfaces: it is the most durable of all floor coverings, and it is one of the only floor covering that can be personalized (to any significant degree).