If these were heavily configurable, I might have considered pulling the trigger on something like this. That's not a big premium, and they're testing it before they ship it out. But at these prices, of course they're not going to be all that configurable. They are essentially higher-volume fixed-component prebuilts with a few choices that simply make them unpalatable (to me).
I don't feel compelled to always build with my own hands, but I am pretty obsessive when it comes to component selection, They DO offer much more customizable rigs that I can spec quite nicely, but then you're right back to square one. They cost a fortune! So really, nothing has changed.