You're paying for the brand - even though Alienware isn't the same since being bought by Dell. Still the best bet is to build your own. Way more bang for the buck.
Yes, you can build your own rig, and probably get more bang for your buck at 600 bucks, BUT, this isnt a bad deal (especially in comparison to MOST of alienwares h/w, which IS way overpriced). I think its fair for someone who doesnt have the know how or time to build their own (or just doesnt want to).
Don't forget the cost of a windows installation and the value of your time when you're pricing your own build. This seems like a pretty good deal to me.
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Thank you!