If you're in the market for a high to extreme end PC, Digital Storm is having quite a sale right now. They've just updated their pre-built rigs, and some are quite amazing.  
 
For $1697 dollars you can get a rig with the core specs
 
Core i7 930
GTX 480 
6GB DDR3 1600Mhz
750W PSU 
  
I just did a tally on Newegg, and buying the parts alone would cost $1570. For the $127 difference you get 
 
Professional build quality  
Installation of OS and drivers
Overclocking of CPU from 2.8Ghz stock to 3.7Ghz 
A newly released and/or AAA game (usually goes by whatever's selling the most right now)
72-hour stress test, which includes on-site replacement of parts if anything fails during the test 
3-Year warranty 
Lifetime technical support 
 
I think the premium on the base components is more than reasonable given the above benefits. In addition I believe DS covers the taxes for you and has free ground shipping, so in actuality you may be getting this for even cheaper than buying the components alone. 

I can speak from personal experience that they have the best build quality in the biz. If you were planning on getting a top-powered PC anytime soon, now's your chance.   
 

Not a bad deal at all really if you're not confident enough to put one together yourself.
 
 
Actually, even if you are, it's a pretty good deal. I don't know how good their tech support, but for those that don't want to sift through tech forums and whatnot to troubleshoot themselves, that could be a nice bonus. Stress test is a nice bonus.. saves having to RMA if anything goes wrong.
 
And hey... who doesn't want a free game?
 
If you're considering buying a pre-built gaming PC any time in the near future, maybe you should consider these guys. I don't know anything about their reputation, but it's not a bad deal.

  I wish things like this were cheaper in the UK.  I find that pc components are usually significantly more expensive here.  So much so that I'm considering ducking out of pc gaming, especially with all the crappy ports we've been getting lately.

I thought this was about a sale on fruit. 
 
I was misled.

Wow there are sure a ton of water cooling pipes and seems overall like a good deal.