Actually most stores do not make much money on computers themselves. So I doubt there will be much of a price difference. For computers, stores make much more money on services and warranties (not the case for other products, TV's have a high markup).
So this will really just give another outlet for Dell fans to buy their computers, without having to wait for shipping, and without customization.
Let the hive mind of Engadget get that for you.
"I'm in the market for a new laptop, and I want a 13-incher. I need something with a great keyboard for typing, as this will mostly be used for note taking in class. I am absolutely smitten with the XPS 13, but I'm afraid that with its age Dell is going to give it an update soon. Any advice for someone in my shoes?"
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So this will really just give another outlet for Dell fans to buy their computers, without having to wait for shipping, and without customization.