Best Buy says its in-store optimization service for new computers improves PC performance and functionality with 100 system tweaks. It costs $39.99.
We had our test lab compare three brands of optimized Windows-based laptops against the same machines in their original factory state. The optimized machines showed no performance improvement. But their desktops were cleaner, Windows and bundled applications had been updated, and a number of noticeable tweaks had been made to such features as the Start menu and security settings.
Don't expect a speedier machine. In some Best Buy stores, optimization is performed without your consent and is tacked onto the price. If you encounter such computers, ask the salesperson whether you can purchase a non-optimized version at a lower price.