It would be naive to assume that every pc enthusiast is earning high amounts of money, some may see the benefit of owning and upgrading a PC over console. People on lower income can see the benefit of regular low monthly payment especially if they don’t intend to upgrade again for several years.
I have used the 0% interest buy now pay later scheme because although yes I can afford the card outright I didn’t think it was sensible to put that money on OCUK’s bank account when it can sit in mine until I get my card. And my credit rating could always use the boost for when I pay it off
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For some though finance is the only option if they wish to have the latest greatest tech, and who are you to tell them otherwise?