There's another huge cost to these highly configurable systems: customers have to actually configure them, and then wait for their computer to be built. Most people I know, don't understand the difference between hard drive capacity and memory capacity. And while people might enjoy selecting all the most expensive options to build that $9,000 system, when it comes to actually configuring a computer with the right balance of power and affordability, most people don't have a clue. To anyone smart enough to realize they don't know the first thing about computer components, a built-to-order PCs is hugely unattractive (which is why lots of people go to the nearest electronics big box store and buy whatever they're talked into). Instead most customers would rather just buy a computer with the specs they need and that day or the next. Before long most consumers will feel that configuring a new computer is something they just shouldn't have to do, and they're right.