I know the guy (through forums we both frequent) that started this company after he received great feedback from people that saw his own machine. He will tell you straight out that this is not a machine for people like those of us that know how to build their own, and it is not for people that would be attracted to Alienware or others with big, flashy lights and things. He said it was more about a high end PC that has high end looks that are classy and clean without all of the glowing plastic crap detracting from it, or something along those lines. He markets more like a boutique store to people with money that want a good looking machine. And at least the last time I had inquired about it, the pricing includes someone flying out to your home with the computer and installing it for you.
Again, not something I would ever buy, and not something that most of you would ever buy, because we have the skillset to build our own and select our own parts, and most of us value function over form. But you probably know someone who likes to own pretty things that has more money than skill, and to someone like that, this might be just what they are looking for.
In any case, he is doing a decent enough business he had to hire another worker recently, and he wasn't far off from being able to quit his day job. Can you blame a guy from filling a niche in the market that also allows him to do something he enjoys doing? I know I can't. I just wish I had enough patience to do my installs as clean as on the murderbox
