Time for a little history lesson... going all the way back to 1980. A tiny electronics company built a desktop computer that looked a little bit like an Apple ][ and ran Apple's software perfectly. In fact, if you opened it up the motherboard looked identical to the Apple ]['s. It even used the old 6502 processor that Apple used.
Franklin copied Apple's ROMs. This is a completely different issue.
As much as it may be hard to admit, the modern Intel-powered Mac is nothing more than a PC with a DRM chip to restrict OS X from installing on any other company's computers.
The DRM chip itself isn't even Apple-proprietary. What the chip contains, however, is copyrighted: a poem that OS X checks for before it decides to start. This is analogous to the data stored in the old Apple ROM that Franklin copied. In this case, the hackers aren't copying Apple's copyrighted data; they're bypassing it altogether.
It is not illegal by any stretch of the imagination to sell a bundle containing standard PC hardware and a legit, retail package of Mac OS X. Anyone who says differently is outright lying and should be laughed out of whichever forum they post in.
Providing the user agrees to the Apple license agreement, and providing the user is fully aware of the circumstances surrounding the installation, it is then not illegal for a third-party to perform installation services in his or her stead. To protect themselves from legal liability, resellers will draft a service contract which requires the end-user to read, accept, and sign prior to any services being rendered.
The third-party does not agree to the EULA. That's why it's called an "end-user" license agreement. The legal burden is on the end-user, not the reseller, and as long as the end-user completely understands this prior to sale, Apple doesn't have a leg to stand on.
Long story short: Since Apple can't legally stop this from happening en masse, expect further software or even hardware DRM restrictions on future versions of Mac OS X.