For a lot of people, building a PC is magic. It’s just not something they’re familiar with, even if we consider it easy. I have smart friends who buy the worst off the shelf laptops, but it does what they need and they choose to spend their time on other things. Meanwhile, I check my local PC part shop for sales almost daily. 😄

If this provides a good out of box experience, I can see the appeal.

Also, it’s nice that you could buy a pre-built one or build your own if you want.