Since Michael Dell returned as CEO of the slowing PC manufacturer, the announcements and changes
the company has been going through have been big and well publicized, for which we believe this also works as a PR campaign, portraying Dell as a company that is finally moving forward, catching up pace and reacting to market needs.
As for this one last announcement, we don't feel too enthusiastic, it sounds like taking the Whopper out of Burger King. Dell recently told analysts that they will begin to shift its focus from build-your-own-PC, the model the company is widely known for, to pre-built computers
. We can imagine the company will never stop offering customization options, but in order to cut costs, their overall business model on computer sales will reflect these changes. The context in which this announcement was made could also be referring to Dell's starving position for more retail space, where they lag behind other market leaders like Apple or HP.