To be customer friendly. The problem I have is that companies like Dell, HP, PC World et al, while talking about going up against each other still hold each other together. There isn't a totally transparent basic user supplier out there, which means customers are always going to be overcharged for warranties and forced into buying custom made parts. It's great that a person with no PC knowledge can go out and buy a ready made PC, with all the software they will need. What's not great is that they're overcharged for it, and conned into paying for warranties that they don't need.

My parents had a terrible experience with a PC World warranty (bless them, but they wouldn't listen) and ended up getting 2k worth of vouchers for a new PC.

All I want is a company that is easy to buy fully made PCs, with the ability to customise them, that sells them at a decent price, and doesn't force me into using their products for the lifetime of the PC.