If it's actually an advertising expense then it's likely priced wrong. They should give the real price in the business section (where people don't want to have to install because they are buying multiples of them and where that price is obscured from the consumer) and have an even higher price for the fully assembled one (and a bit lower price for the unassembled one). Now if 80 % plus of their consumer business is the diy one right now then I'm wrong, but I doubt I am.