Quite a few posters on this thread are raving about the merits of the custom wheels and say they don't understand why anybody would not want to follow the custom route while selecting the optimum components for their situation.
I totally agree with the reasons why the customs, when properly optimized for the rider and the use and properly build, are superior to any factory made wheel. I have been building my own wheels and will continue to do so as my wheels are made by me to suit me perfectly. HOWEVER, I also understand why some people opt for the factory route, as they are out on a leap of faith plunking a good bit of money for an expected set, sight unseen, vs. the factory made set hanging from the rafters that also comes with a warranty.
What percentage of riders, do you think, know enough about wheel building to detect if the so called "wheel builder" at their local LBS is truly qualified to be a wheel builder? 2%, 3%, 5%? The rest go the shop and spend most of their time color-coordinating the wheel components; so many times I have witness heavier riders talked into carbon rims with low spoke count and boutique hubs for reasons of saving a few grams and aero high speed expectations. No discussion about bracing angles, tension ratios, lacing benefits, rim choice or any other of the considerations that need to be examined in order to optimize the build. Then the wheel is laced, the spokes are glued and the customer is told its ok for the wheel to come out of true a few times before everything settles into place. This forum has several examples of these sh***y builds; the latest, an ongoing thread where the wheel fell apart at the first ride and the customer was offered $80 to have it retensioned by another shop. Judging from the components, that set must of been upwards of $800.
How many people have found themselves in this predicament? I know I was one of them and after 5 rides and 5 times going back to the shop to have the wheel trued, I decided enough was enough and decided to fix them myself which I did and that's how I started in wheelbuilding and never looked back.
So I agree that customs could be superior to factory but only if the builder knows what they are doing and/or the customer either knows enough to detect the builder's competence/incompetence or has strong recommendations for the builder from trustworthy sources. Lastly, I understand why somebody without the basic knowledge of what to expect about wheel building, maybe new to the sport and maybe without references from friends, chooses to go the factory route as the safest bet for his predicament.