For desktop use, I think noise is one of the most irritating issues created by high power consumption. This can be mitigated with a large and expensive case—but then size and expense can also be an issue for desktop users.
I was going to add that, if you're using it in an air-conditioned room, that you have to add, to the utility cost, the cost of running the AC to remove the added thermal energy. But I did the calculation, and that's marginal--about an added 3% if your AC has an EER (Energy Efficiency Ratio) of 10. Confusingly, the EER isn't (watts removed)/(watts to run AC), it's (BTU/hr removed)/(watts to run AC), and 1 BTU/hr = 0.293 W. Thus, if the AC's EER is 10, you need to put an additional 1 W into running your AC for every additional 35 W your computer consumes.