Then you don't know business, especially a public business. His #1 priority is to the owners of the company (shareholders), then his customers. If it was to his customers he would just sell everything at cost which would benefit his customers and not his shareholders. You think doctors #1 priority is to their patients? It isn't. Their #1 priority is to their business and then to their patients. That is not to say that they will make bad decisions for their patients jsut to make money however decisions are made as far as treatment goes with profitability in mind. Second, by offering a $30 video card upgrade as an option the expense is much more than $30. There is inventory, tracking, accounting, manufacturing processes, testing, and a ton of other expenses that go with carrying more than one option.
I can see how SJ might think this way, after all, with OS X Apple are basically a monopoly & all monopolies tend to exhibit arrogance towards their customers, not least because they can get away with it. But for most PC companies in direct competition with each other, customers are prioritized & given what they want, often at highly-competitive prices.
Be under no illusions here... if people had a choice of running OS X on generic PCs rather than being limited to Apple's hardware, SJ would soon start giving his customers a much higher priority than his shareholders, for eg,. giving us decent video cards in AIOs, consumer-priced midi-PCs, etc.
As things stand, if you want OS X, you have no choice but to buy from Apple & accept any hardware limitations accordingly. That's why Apple's profit margins per Mac sold far exceed that of all PC companies per PC sold. Fact is, most competitive companies can't afford to think along your lines. Usually, the customer comes first, profits roll in, then the shareholders invest more & profit accordingly, etc...