I actually set up mine as a direct response to William's offer. Not to directly compete but to offer up options with better spokes and hubs. as well as custom lacing. You might find my prices to be a better value overall but that's your call.
Neuvation F100, Surly Cross Check, Van Dessel Holeshot
Why are they using 14gauge spokes for the wheelset? That is the deal breaker for me. Neuvation has a similar wheel that is significantly lighter for about the same money.
Also, a reflex is a nice rim as it is fairly light and is much wider which can allow the tubulars a better profile than a narrow rim. Zipp and Hed have been going in that direction even for road wheels so it seems fairly natural to use it for a cross wheel as well.