I never understood why they didn't use the Apple "UI". Where Apple presents fewer models (say N models), and when you select one, each is configurable for screen size/RAM/CPU/whatever (say K picks), yielding N*K possibilities, many Windows laptop sellers present a list of N*K SKUs where you need to triple check what the difference between SKU A and B.
They do. That's just the different base models. You can customize each one.