The reason the IRO is such a good deal is that he buys the rims and spokes from velocity, and the wheels are built at the velocity factory. With machine built wheels, the cost of building is next to nothing. So you're really only paying for the parts, which he gets for a low price because he buys in bulk (i would assume, i could be wrong). Any time you start doing custom stuff, the price is going to go up because the labor/set up increases a lot. Plus, it makes more sense for a business to pair the higher end wheel with a higher end hub to please a larger customer base with fewer options. High end hub/rim for the high end customer, cheaper hub/rim for the budget customer.