Studies have shown that a relaxed patient helps to achieve success in imaging; a winning experience for both patients and doctors. Think "simplicity" and "utility" in planning and everyone involved benefits.
As a physician I realize that some may think I'm being blasphemous by taking this position but, I wonder, in some cases not all, why we as patients pay so much money for so little time with our physicians.
Specifically with ultrasound equipment, because it is less expensive, vendors emphasize to potential buyers that, "You're not going to do any damage to the patient; you're not going to be using... radiation."