I bought a Sega 32X for $30 new in 1995 or '96 at Toys"R"Us. They were on clearance because nobody wanted them. (I also bought a Virtual Boy for $30 this way around the same time.) There were good reasons why no one wanted them: chiefly, because better machines like the PlayStation and Saturn were out there, and most games for the 32X weren't very good.
Still, I have a soft spot for this system. It touches some fundamental nerdy part of me that likes convoluted electronic expansion modules — it means more to collect, and more to mess with. I have a bunch of 32X games, perhaps even half of the entire library for that system, but I rarely play any of them. I seem to recall the Star Wars Arcade title being pretty good for it. Virtua Racing wasn't half bad either.
By the way, the only explanation I can muster for the inclusion of the keyhole in the ad above is that it's some sort of sexual metaphor, much like those found in Sega's other 32X ads at the time (See "The Sega Mating Game," Retro Scan of the Week, 2008). In other words, I guess we're spying on a Genesis and a 32X having electronic intercourse.
Discussion Topic of the Week: In an alternate universe where there was no Sega Saturn, do you think the 32X could have held its own against the competition for a few years?