That's what I was thinking... as their other high-end wheelset is the CrossMax. I'm assuming DeeMax = downhill rim. CrossMax = XC rim.
everyone also seems to be recommending the RhynoLites on XT hubs... RhynoLite > DitchWitch, I'm guessing. My bike came spec'd with Sun DitchWitches and I figured I'd ride them til they look like eggs then upgrade. Hopefully that's later rather than sooner.