content: It's an i7, not an i5, which is marginally better. Lets give them a HUGE benefit of the doubt (which, of course, they don't deserve), and say that it's an i7 5820k. Lets also notice that the rift is NOT included. 5820k - $400 16 gig Memory - $100 980 - $500 Storage - not listed, lets assume a 256 gig class SSD ($120), plus a WD black 2tb HDD ($120), for a total of $240 X99 board - $200 PSU - $80 Case - in house, lets assume $80 to manufacture Windows - $120 Cooler - Since its a 'high end' prebuilt, it likely has a CLC - $100 Cheap as fuck peripherals (monitor, headset, kb+ m, not sure what of these are included, knowing alienware, all of them, and all will be shit) - ~$180 Even if we assume that they used top quality components that are not liable to fail, in areas where the customer won't notice the little extra cash dropped (like the WD black HDD, or a board that won't fail 10 minutes in and has good connectivity), and paid off the shelf prices, without things like MS subsidies to get windows on the machine, we are still looking at a total price of $1900, for a $600 markup, PLUS you still need to buy the rift. Frankly, its ALMOST reasonable, at a 25% margin.... until you remember that this is a high budget machine, and that dell gets discounts up the ass, and uses shitty components, so its likely closer to a 40-50% margin. All for something that can get wrecked when you put a little thought into component choice, rather than just shooting for the big i7 number. All this also assumes that they put a 5820k in there. if they didn't they could easily still market it as an i7 machine while having it cost about 250 less to build (since, lets face it, the x99 platform, while great, is expensive as fuck to build on still, and always will be, since that's its purpose in the market. Doesn't stop dummies like me picking up a 5820k though). Highway robbery at its finest.