Dell buys Alienware

PC giant Dell has bought specialist gaming PC manufacturer Alienware, makers of fantastically powerful high-end speed machines for gamers who love flashy PCs but don't want to mod up their own. The deal comes after Dell's own foray into this market with simiilarly powerful machines in its XPS line.

Rory Reid at CNET.co.uk compares the deal to other transactions in which established businesses have gone cool-hunting for more fashionable brands, such as Nike's acquisition of the iconic Converse brand, or Ford's purchase of the Jaguar, Aston Martin and Land Rover marques.

However, he has some reservations about its ultimate wisdom: "Can a staid corporate entity such as Dell simply jump on a Learjet from its Texas base to buy a slice of cool from Miami, Florida's trendiest PC builder?" Alienware's customers are intelligent, tech-savvy and, perhaps, too cool to be associated with boring old Dell. Dell's influence could sully the Alienware brand, as it has made serious mistakes in the past when trying to understand the needs of finicky high-end gamers.

"Why else would it continue exclusive use of Intel CPUs in its fastest games PCs when AMD's current crop of gaming processors are faster? And why would it openly recommend users buy its 'ultimate gaming solution' PCs with monitors that hardcore gamers know are too small to take advantage of their high-end graphics cards?" Read the full piece here.