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Quite a few years ago, actually. I too, was an avid computer builder and used Asus motherboards exclusively. However, most store-bought computers come with dual- or quad-core processors, tons of RAM, and video cards that we only dreamed about a few years ago.... all for about $800. My profit margin became too narrow and my computer support moonlighting has long-shifted from "I love doing this and the extra money is nice" to "I don't like doing this anymore but I still need the extra money".
No kidding. The big box companies can get the hardware at such heavy discounts, and when you take into account the fact that they subsidize the OS on it as well, it's almost impossible to build your own computer for any competitive cost.
There are still good reasons to build your own PC - customization, and the long term support for component hardware is generally better than the big box places (e.g. you can get stuck with a Dell where you can't upgrade the CPU because they aren't providing a BIOS update), but for strict cost, it's just not worth it. Especially when you factor in time to build it, and that support is limited to you personally tracking down the problem and figuring out who to call, instead of calling Dell or HP or whoever and saying, "it's broken - you figure it out and fix it."
I was building machines in the late 90s and even on into maybe 2002 or so, but the profit margins just plunged once online-ordered, fully customizable PCs were being offered from all the mainstream manufacturers. I still build my own but there's no profit in it anymore.
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