Sub-optimal PC optimization at Best Buy

The Consumerist has an excellent analysis and (for the most part) take-down of Best Buy’s “optimization” service for PCs.  This is essentially where they go in and tweak your computer to make it faster, safer, and less irksome — doing what an un-computer-savvy person might ask their geeky neighbor (or child) to do.

Best Buy ostensibly offers the $40 service to new computer buyers, but — for the sake of convenience — the “pre-optimize” some systems before they sell them.  In theory, you should be able to walk into any Best Buy and pick up their advertised special — that laptop that was in the paper for $650, for example.  In reality, some BBs seem to be much more aggressive about pre-optimizing, meaning that it can be very difficult to find one.  Instead, you’ll be told that all they have are optimized units, which will therefore set you back $690, unless you are willing to really go to the wall with a manager.

This is, I will note, what happened to me with my BB laptop purchase (we insisted on an unopened box with Margie’s desktop).  “Oh, all we have left is the optimized ones.”  And though you’d think that was actually their problem, it’s yours, because, of course, the $40 is still yours to pay for the service.

The optimization looks to be in three separate areas:

1.  Trialware/bloatware that manufacturers include on their machines (“Try AOL!” “Here’s your Norton Anti-Virus Trial offer!” etc.) is taken off.

2.  Basic security software is installed, updated, and configured.  Windows OS updates are downloaded.

3.  Various Windows settings are tweaked for convenience and performance.

Of course, there’s nothing here that you couldn’t just do yourself.  Indeed. the Consumerist article has a nice list at the end of utilities that would help you do just that sort of optimization and clean-up.

And just because Best Buy has “optimized” your PC doesn’t mean it’s faster (at least one test in the article indicated  it was actually slower) or that the optimization has been professional.  The article notes cases of items missing from boxes; in my own case, my nicely optimized computer was missing its manual CD and restore CDs.  And its battery.  Plus, of course, a computer name / user name had already been selected for me by some faceless Geek Squadder.

I don’t mind that BB offers this service.  Some people might actually find it helpful (though the slew of options — at increased prices — is deeply irksome).  My resentment is that it can be like pulling teeth sometimes to get a machine that hasn’t been pre-serviced by the Geek Squad.  I suspect some stores are more aggressive about this than others, assuming that more people will suck up the $40 cost than go somewhere else.

Doubtless sooner or later someone will get irked enough to file suit with some state attorney general over the matter (it being false advertising to offer a PC for $650 when all or nearly all the ones you have bothered to stock are the optimized $690 versions).  We’ll see.

In the meantime, do realize that you don’t actually have to get the optimized versions.  If you want that, then more power to you.  If you don’t — insist on their finding an unoptimized model.  Just like with a new car, you don’t really have to drive it off the lot that day, even if you’re understandably anxious to do so.