I think the prices are typical for gaming PCs. They are not really building a new console, they are reviving the "Branded PC". Unless you are buying a PC for a

I think the prices are typical for gaming PCs. They are not really building a new console, they are reviving the "Branded PC". Unless you are buying a PC for a company, buyers fall into two categories today. Those that buy a $300 "Office PC" from the shelf, and those that build their own. High-end preassembled PCs are basically gone (save for "all-in-ones"). Since the PC market is generally shrinking (or stagnating), it makes a lot of sense to join forces and collect the big gaming PC assemblers under a united label. It's a little bit like people don't want a Sony or an Acer or an Asus anymore, they want an "Ultrabook".