You're paying for the prestige address. I mean, which is more hip, a cryo-condo in Manitoba or a Sattlemeier disk house in Amazonis Planitia?
"Dahling, all the best people are moving to Tharsis."

Okay, getting serious for just a moment: the thing about settling any part of Mars, even the dodgy part, is that it's making history. People will pay with time, money, elbow grease, and family ties for the privilege of settling there. Not only that, they'll know they're in for long-term hardship and therefore won't expect much from their surroundings. But for a lot of the hardy pioneers, the wilds of Manitoba might be simultaneously too near and too far.

I'm already distracting myself from other work by posting here, or I'd look up what people expect from life in Siberia these days.