Yep, you heard right, custom make your PC. You might even get the some of the same features as the high end pre bulit model, for LESS. for example, I saw this HP 17" laptop for $2,500. I custom made it for fun and ended up around $1,984. Some features i remoed were:
HD DVD Drive
240GB HD (I lowered it to around 160GB)
Added on a 512MB Nvidia Graphics card
higher res. display
Came close to 2,000, but a lot better then 2,500.
So do reasearch, if you want to buy the high end model, look up the specs, if there are some features you don't want/need such as an HD DVD drive or a 512MB Graphics card (256 MB will do just fine) etc, you may want to do a customzible model.