This particular price premium is ok DXrick - that's a builder's prerogative to mark up for labor and warranty and custom detailing costs - you may enjoy ordering from Newegg and building yourself, but others may not. However, you're right - this is nothing special, other than good parts and custom artwork, commonplace in the market. As everyone says here on this forum, this isn't news, it's advertising.
I also don't see what makes an "in-house" paint crew is so special, however - after all a third-party graphics specialist could probably cut those kinds of costs considerably, unless they deal with high volume. Do they really sell THAT many painted systems to justify that kind of overhead?