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More rewarding to self-build with the specific parts you spec, plus you'll learn a thing or two in the process of building.

Plus you decide entirely what gets installed on your system from the start without having to reformat and reinstall OS to delete factory bloatware.

But, it's still important to note that not everyone wants to deal with that hassle and would rather just buy an OEM system configured close to what they want at a price near what they are willing to pay that (presumably) turns on without a hitch out of the box without configuring anything in the BIOS, etc.

The vast majority of PC users probably have little to no interest in building, even with the cost benefits.