It was clever on their part to focus resources on art direction rather than building the game around high-powered gaming rigs, but that's the direction the PC gaming industry has to go to be a viable platform for the industry. Your average person sees a Xbox 360 for $279 that pumps out visuals that outperform the shiny Dell he got for Christmas (he got a regular one - not a XPS, because his parents aren't made of money!), which is a far cry from even eight years ago. Hell, a good number of casual folks still think PC gaming is complicated with the hardware requirements and all - a hassle that is unnecessary when they can just drop a DVD disc in a console tray and play from day one.
I know some of the old guard, like Frag and Prole, probably think it's the wrong direction for PC gaming, since they've got disposable income and are invested in PC gaming, but their situation isn't the same for everyone.