That's just shady. I know the ostensible reason for it - there are a lot of dangerous, crap chargers out there - but that shouldn't be the manufacturer's responsibility! Hyundai isn't responsible if I decide to put something nasty and explosive in my gas tank, why should Dell be responsible if I decide to use a Wun Hung Lo PSU? But of course, one look at the price tag on a new brand-name charger reveals the true reason....
Thankfully I haven't run into this problem yet - and as a quick test, I put my newer Asus on a bench PSU and it seems to function properly. 
Assholes.
It's not shady, there's a few reasons for it.
Dell has kept the current Latitude D/E series power plug for laptops and all in one PCs for almost 10 years now?
Prior to that, the Latitude C series used the same plug from the late 90s to early 2000s but it was proprietary in shape.
Prior to that, the Latitude XP, XPi, XPi CD all shared the same plug. In fact you could use the XP series plug on a C series laptop if you trimmed the corner off with a knife so it would fit.
However at the time of the XP series, there were 3 or 4 types of plugs in use at Dell, the XP style, LM style , ultralight style and Inspiron style. This was because Dell was mostly developing the XP series internally, but the LM and Inspirons were clones of Winbook and Quanta made laptops. In fact Winbook used to advertise their laptops were 100% parts interchangeable (drives, cords, upgrades) with Dell Inspiron 5000 series. The Inspiron 3000 and 3200 were twins of two HP Omnibook models.
Their Ultralight laptops like the L400 (I think that's the model) was a twin of a Gateway 2100 laptop IIRC. The L400 was listed as fixed memory but you could use the Gateway 2100 repair manual to disassemble the Dell and access the supposed non-upgradable memory module and upgrade it to 512MB.
The round D/E Series plug in current was available at 65W, 90W, 130W and now apparently 330W.
The plugs are backwards compatible which is nice because you can order new plugs and use on a 10 year range of computers.
Prior to the Core and Core 2 laptops the 65W worked on everything. When the Core and Core 2 laptops came out, you could still use the 65W cord to charge the laptop but if you docked it, you needed the 90W cord.
When power requirements increased more (Latitude E Series for example), you could use the 65W cord to keep the laptop on, 90W cord to charge it, and 130W on the dock.
If Dell doesn't recognize the cord, it defaults to the 65W behavior. It is somewhat handy because my wife can use the cord from her work HP laptop which has the same plug on our home Dell laptop when she's sitting on the couch. It pop's up a warning but you just click OK and keep using it.
The ID chip tells the laptop how much current it is allowed to pull. You also don't want the laptop trying to pull 130W off of a cord that wasn't designed for it.
The technology must not be too proprietary because I've not found a third party cord that listed it was Dell compatible that didn't work with a Dell when the appropriate power rating was matched.
Many of the universal cords have separate plugs for Dell and HP even though they have the same physical connection, so I suppose they embed the ID chip inside the plug.