The most interesting mods aren't OEM builds. Alienware for instance, has always focused on complete package game systems.

There's a ton of innovation in that space by companies like Digital Storm: http://www.maximumpc.com/article/%5Bprimary-term%5D/digital_...

Or Falcon Northwest: http://www.maximumpc.com/article/%5Bprimary-term%5D/falcon_n...

A major benefit of these systems is extensibility and repair options, which is why the layout isn't welded together with vendor lock-in proprietary components. Regardless... The ultimate in performance, price and flexibility is still to build it yourself.

Personally, I'd prefer to build a workstation with better specs for a third the price. I'm sure lots of people are terrified to open a computer, and will gladly pay premium prices for something that will look chic for the first nine months.

Let's talk about the real paradigm shift here: Black.