Why not buy assembled? (Score 1)

For those who assemble their own computer, why do you do it? I can appreciate the improved flexibility and ability to customise , compared with buying a brand name pc. But I find that u get a better deal choosing it from a custom pc builder than buying individual components and assembling it yourself. From where I live in Asia, you tend to get better deals buying all the components from 1 shop and they assemble it for free.