Buy a Geek, Get a Game
An amazingly personal gaming-PC company based in Greensboro, NC. They specialize in hand-crafted, custom built, extremely slick PCs targeted at the hardcore gamer. They've got the coolest cases, all colorful and purty. Every PC comes with your choice of a free game.
While Alienware and Falcon Northwest may have branded video cards, and more prevalent marketing, Two Geeks is extremely personal. While all offer top-quality systems, at Two Geeks, the owners(Rob and Winston) answer the phone often. They talk with customers about their systems. The message board is full of (usually) pleasant discussions between employees and customers.
While the staff of Two Geeks is far larger than just two geeks, you get the feeling that it isn't. You aren't just another customer, you're Bill, the guy who ordered the Athlon with the SCSI drives, or Eric, who wanted Win2k. Everyone is important.