Diseconomies of scale in serial ATA cables
31-Oct-2006I recently purchased a shiny new Dell Precision 390 Workstation. I usually don’t buy name brand systems, but Dell’s price and their fancy quiet cooling system convinced me to acquire my first brand name computer since my Amiga 3000 was reborn as an Apple Powerbook 170.
I’m very happy with my Precision 390. It’s fast, quiet, cool and cheaper than any equivalent PC I could create from parts.
To beef up disk storage I decided to transplant one of my existing hard disks into it. Because mounting screws are sooo five minutes ago, the Precision’s hard disks are mounted in little plastic sleighs that slide into a cage on the bottom of the case where the air is fresh and cool. After sliding my additional drive into place and locating its power connector I discovered that the convenience of access came with a design compromise. To get the side of the case on again I had to use a rarely sighted SATA cable with a right-angle connector.
The next day I called Dell spare parts. I had forgotten to bring in my service tag number so they refused to deal with me for my own protection. I rummaged around the office and jotted down the service tag of a Dell Precision 380 workstation, which is practically the same case configuration. I called Dell for a quote on a cable with a right angle connector suitable for the Precision 380. The response was AU$24.05 delivered.
That’s not what I’d call a bad price, but it’s well into brand name exploitation range. I decided to defer my purchase decision and see if there were any local retailers with right angle SATA cable stocks. There weren’t.
Today I called Dell spare parts and this time I used the real service tag for my Precision 390. The woman I spoke to (I believe she was in Malaysia or Singapore) was very helpful and took note of my parts requirement offering to email me a quote when she had found the right part to save me time.
Five minutes later I received an email. She wasn’t sure if I needed the 400mm cable or the 700mm cable so she had sent a quote for both. Total price for both cables delivered was AU$4.40 — $1.10 for a 400mm cable, and $3.30 for 700mm. The material required to stretch a SATA cable over 400mm is obviously quite expensive.
I quickly wrote back that I would buy both and that she should call me for my credit card details. Five minutes later I had a call on my mobile phone that lasted more than four minutes. The call was extended because I joked that I wanted to increase my order to 1000 cables and my spare parts dealer took me seriously enough to talk me through the logistics of building an order for 1000 cables. It took a minute to explain that I was being ironic.
There is no way Dell is making any money out of this transaction. Are they buying my loyalty two SATA cables at a time?





