While in the throes of customizing your dream machine over at Dell, weighing CPU cost vs. memory cost, would you click on a $19 option called "Iron Man movie with bonus content?" We sure wouldn't, but now you can, part of what the Director of Dell's Global Consumer Group is calling the company's "slow immersion into content as a major piece of the puzzle in terms of what consumers want from a PC." Right. The (surely DRM-riddled) film is available on any Inspiron, Studio, or XPS laptop or desktop, playable on that machine itself or through your choice of Windows Media Extender. Iron Man is the only film on offer now, but meaty palms are likely being pressed as you read this to drive other partnerships and more choices. This could let the company hook customers before even shipping their hardware, a potential advantage for what looks to be a looming content battle with Apple.