[citation][nom]kokin[/nom]Of course building your own rig is less expensive and probably better than pre-builts, but not everyone is willing to built their own, as easy as it is.[/citation]
Also keep in mind that some people need/want the oc performance without knowing how to get it themselves - and the 3 year warranty is probably a big seller as well. I'd never buy this and neither would most other toms readers, but I'm sure there are people out there who 'want the best' but can't build it themselves. For them this is cheaper than hiring a guy to do it. I managed to score over $800 worth of parts on my last custom build system - which probably is close to the price difference between a black ops thing and a custom built - and unlike them I don't provide any free support at all.