Okay, so I am taking a serious look at the iMac you guys keep throwing in my face; it sure is a beautiful machine.

I looked at some of the upgrades, like RAM, and notice quite the premium, much like the system itself, on upgrades. RAM, for example, was a $200 upgrade to take it from 2G to 4G.
Are there other places that sell Apple harware, or are you stuck with purchasing all upgrades through Apple? One of the points that Apple drives home is that they produce all the hardware, which is why there is never any compatibility issues, unlike with PCs. If this is the case, i suspect the latter is true and you are beholden to Apple for RAM, HDs, et al.