Dell bought Alienware because they needed to get into the high-end market in a big way. They have given up on trying to crack the market with the Dell brand, which has never been cool and apparently never will be.
Established in 1996 and based in Miami, Florida, Alienware has built their reputation as a provider of powerful machines built for hardcore computer gamers and encased in sleek packages.
Alienware will remain essentially autonomous. Dell … will give Alienware free rein to devise wild designs for the avant-garde using whatever components it chooses. However, Dell will assume responsibility for logistical aspects, such as securing supplies of components and offering more generous financing packages.
Dell will focus on doing what they do best and Alienware will continue to make crazy sweet machines. Seems like the match is going to work out for consumers as well as shareholders.