As for the quality of the BWW rims, I have no idea. I'm sure they're fine, just a bit heavy, as with most budget rims (~2000g wheelset isn't ideal, but it's not ridiculous). The best aero wheelset on that website is the DT Swiss RR1.2
I choose BWW over bicyclewheels.com for my Open Pro wheelset, because it let me choose double butted spokes and brass nipples (as opposed to bicyclewheels.com's alloy nipples and straight gauge spokes) for cheaper.
If you're trying to stay within that price range, I'd go with Mavic CXP22 rather than the BWW house brand rims.
Waterford RST-22, Bob Jackson World Tour, Ritchey Breakaway Cross, Gunnar Crosshairs, De Bernardi SL
I bought some Mavic CXP-22/Formula wheels through bicyclewheels.com (ebay transaction), and I am very impressed with them. They look nice and ride great. Spoke tension seemed perfect and the wheels are true. Although bicyclewheelwarehouse.com has similar wheels for about the same price, if you look at the specs, the spokes are smaller. I wanted more durable wheels, so ordered from bicylewheels.com
got my cxp-22's from BWW. haven't had to true them in about 6 months, and i ride everyday. great wheels, good build. just double check the spoke tension before riding them, and if they are loose then take it to your LBS for a tensioning or let BWW know before riding them- they will fix it.