Then your grandfather is either a fool or likes spending money pointlessly/doesn't like asking for something cheap. Its not like they keep the prices secret, they're clearly out for all to see so he'd know he was buying top of the range.
Also, rather than coming on a pc building forum bleating about PCW why don't you help him out?
I'm aware they sold him it because he obviously wanted something high priced, I just think they took it too far. He has never consulted me before making such purchases.