I agree with Greg.

I have just gone to arbico.co.uk and got almost identical specs (admittedly without the garish case) for £993.46 inc VAT. Even pulling up the bits and bobs missing from that quote (like OS, slightly better motherboard and tech support) I reckon that even Reg's £2K estimate is too much.

So, that little badge on the front costs £2000. Hmm.