I believe everything you say!
It is also true that you will take far more care building or truing your wheels than nearly any local mechanic, so it's worth learning how to do. You also have the luxury of spending 4 hours doing it, whereas a person doing it for a living would need to pump out 1 set an hour to be economical.
SO what did you build? I'm acquiring parts for my first ever stab at it, probably in February.