Why pay extra for this badge?

The Lincoln MKZ is simply Lincoln's attempt to modify a Ford Fusion to make it a luxury car. Lincoln used to be known as an alternate luxury line, particularly in comparison to Cadillac. They've lost their way and they keep coming up short, especially in competition with the Cadillac CTS-V. They are not in the same league and one is tempted to conclude that Ford has decided to try a different approach, rather than continue to compete with Caddy. The underlying Fusion is a better vale with the same options, but it doesn't have the same curb appeal to the geriatric set as a Lincoln. So, is it worth it?