What always gets me is the (and i'm being broad with the statement here) usually console-only owners who are under the impression that to own a high end PC costs thousands of dollars - they may well be true if you go out and buy the latest Dell, Alienware, OriginPC or so on computer, pre built and shipped to your door with nothing needed to be done on your end, but if you have a basic grasp of motor functions and literacy to read a manual, shopping around for the best parts-per-price and building your own can result in a very capable (resulting in higher quality than current consoles) machines with plenty of upgrade room - Major pc hardware sites often run articles comparing mid to high range graphics cards offering the reader the best suggestions for which card gives the best performance for the price - for example back at launch, running two 560TI's in sli gave much higher performance than a single GTX580, and buying two 560TI's was much cheaper than the single GTX580.
Many, many articles show that for $350-$500 you can buy a rig capable of running most games at 1080p perfectly fine as long as you're willing to drop some of the eye candy a little (4x aa instead of 16x and so on), indeed if you're also willing to overlook brand names and go with the less show-y parts, while you may end up with a very nondescript and generic looking box, the performance offered will be much more appealing.
People really need to drop the notion that you need to spend the earth to play pc games on high settings.