From talking to any of my console owning friends, price is indeed a big factor in putting them off pc gaming. Particularly gpu costs. A decent cpu will last a good while for gaming. Sandybridge being a good example. But as games get ever more demanding the need for gpu horsepower increases along with the cost. Most also like the simplicity of consoles. They're not for me personally but I can see the attraction.
As you have said, the problem with PCs is really to get anything capable of 1080p60 you are either going to have to do a fair amount of research and build it yourself, which includes troubleshooting stuff yourself, or paying a premium for a prebuilt one, which is still a bit of a pain to troubleshoot. It's a lot easier to take a console back to X retailer than it is to go through various steps to see what is causing your pc to not boot.
I understand entirely why someone would console game, it's just not for me though.