Competing With The Larger Computer Manufacturers?

mach-5 asks: "I am currently in the process of starting my own business, building custom computers. Our business model is to offer friendly customer support without the big corporation BS, waiting in the phone que, etc. My big fear is that most people will be turned off by the higher prices we are forced to have because we don't have the buying power of big brother corporation. Basically, I'm worried that Joe Consumer will see a Compaq priced for $500 (after $500 MSN rebate) and would rather pay that than the $1000 that we are initially charging. I'm also worried that Joe Consumer will not be able to grok the quality of computer they will be getting as compared to a mass produced machine, with proprietary drivers, etc. What can I do to market my machines so that the public knows they are getting a quality machine, and friendly service? What niche can I position myself in to attract business? Also, what qualities would you Slashdotters like to see in a computer hardware vendor that would make you purchase from them, rather than Dell or Gateway?"