AR build

This is a serious question. If you are going to spend $1500 or more for an AR made from parts not necessarily designed (by different makers) to match for a particular weapon, why not get one off the shelf, or get an M1A. I've met (handgun) industry reps who shot AR's competitively using off the shelf (granted, but probably tuned) AR's.
Benefits? Details please..... I don't know the name of the discipline, but one rep shot slow at bullseye targets at long distance. I understand the accuracy potential is increased on a professionally built rifle, probably to a level higher than the average shooter can benefit from, but a backyard build? Is the cost justified in a self defense shooter or a plinker? I shot some really beat M-16's in the military and I consistantly shot better than 36 of the 40.
 
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