Another reason our customers opt for custom builds is to cherry pick each companies best products. DT Swiss hubs, Hed rims and Sapim spokes are never found in nature, but if purchased separately make a heck of a wheel. Most off the shelf manufacturers have found that stocking their own in house parts leads to increased profit margins, and sadly not all manufacturers make every part of the wheel to the quality you may prefer.

And finally, your needs may simply lie outside of the industry mainstream. If you're riding an epic bike tour and expect to load your bike with 50lbs of gear, there may not be many options available.