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Steam Machine pricing announced (from $1049-$1428 USD), reservation lists open
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You say "skill" but I would argue that personal motivation and interest plays an important factor.
When it comes to different things like fixing your car, cooking your food or cutting your hair, you have the option between saving money by doing it yourself or pay someone to do it for you.
Personally, I'm fine with building my own computer and I cook my own food, but I get a mechanic to fix my car and a hairdresser to cut my hair. I could definitely see the appeal for someone to get a "ready to go"-system instead of putting time and effort into picking components and building and maintaining their own custom PC.