I challenge you to build something as small as the Falcon Northwest Tiki which performs as well or better for significantly less. Or match the Maingear Shift's vertical GPU liquid-cooling system. Raw performance per dollar is one thing, form-factor and style is another, and even if you could get both at the same time, there's also time to factor in. Time is money and not all people still have the time to be building their own custom PCs, which is where boutique PC shops come in.