First there was Sony's Qualia line of products.  Now, Dell announces their intent to bring a new brand of PCs (not Dell) focused, "...on the folks who recognize what the PC can do". Priced at between $1,200 and $3,500, things just got more interesting. More in the Cnet article here.

What did the automobile industry do when their industry was being commoditized?  Reinvent themselves- establish new brands such as Lexus, Infiniti, and Acura to introduce new technologies, test and invest, and drive down component costs to eventually incorporate into their more value-conscious product lines.  A good example of this is the Navigation system in our Honda Pilot- effectively the "older model" as the Acura MDX had two years prior (Acura had voice-activated navigation, the Pilot did not).

The premium systems will also come with a premium service package, which Dell calls its "white glove" treatment. The service packages will include expanded online and in-home support. Dell is currently conducting extensive test programs on its online support.

Let me ask- how much is peace of mind and hassle-free assurance of customer support worth to you?  Next time my Mother needs a new PC, I'll point her in this direction.  She's had more trouble than any one person deserves with customer support and would be willing to pay a little more for the assurance she'll be taken care of when it happens.