It seems that Dell will continue to brand high-end PCs as Alienware units. This is interesting because Dell is renowned for being non-acquisitive. Is it a desperate grab for market share? Or is it a sneaky way into the AMD fold? Perhaps a little of both.
Personally though I think it's because Dell is a high-volume low-price box shifter, whose real powerhouse machines have lost credibility in recent years. I think that that could be due to AMD having a much more sensible pricing model for sending processors into the consumer market for people to use to self-build. And AMD has much better 3rd party motherboard support. With Intel you're looking at paying more for the chips to self-build, and more for the motherboards. Also, in my view, Intel are almost using the retail channel to subsidise the OEM channel, because they offer pretty steep discounts to OEMs.