I think tcsenter is dead on right. The high performance low cost boards (DS3L, P35-E, Neo2FR) are bought by enthusiasts who have done at least a bit of research. The research first mindset comes from having built PCs in the past and seems to correlate with having good troubleshooting skills.
Some of the DOA reviews I see on newegg are very obviously the result of chucking high-buck components into a case, flipping the switch and getting angry when it didn't work first shot -- the mindset of 'I paid top dollar, I want it to WORK.' Heck, during my two recent DS3L builds there were at least 3 times I could have erroneously diagnosed the boards as DOA. (Initial boot failure w/ 4 gigs of ram installed, power LED causing a short (?), forgot to flip the PSU switch from 0 to 1 =). All trivial to troubleshoot and the boards are working flawlessly.
BTW, the boards in my OEM HPs were made by Asus.
As far as automotive analogies -- it takes a certain amount of confidence and knowhow to start wrenching on your car. I know plenty of people who will open up a computer case at the slightest provocation and start throwing lightning bolts around like some kind of carpet-powered Zeus. But when their alternator goes out they'll find a billion reasons why they can't fix it. Not applicable.