The "dumb" consumer will probably look at the first example and say the AMD system is a better buy as all the numbers match up and the price is cheaper. The "dumb" consumer will probably look at the second system and will be confused as to how to compare the CPU. This consumer might remember seeing an Intel commercial, while they have never heard of AMD. This consumer will look at the price, and might assume the $2199 system is better, so they will buy that if they are looking for a high end machine. Consumers compare products by price and brand all the time, and assume higher price means better if it is not easy to make a comparison to a competing product.