LBS: LBS built and master wheel builder built are two different things. I've heard stories of a time when every LBS had a master wheel builder on staff, but such a time existed before I got into cycling 18 years ago.

Labels: I'm not sure about other builders, but I was taught and go by the rule that the rear hub should be read from the rear and the front hub should be read from the front. The rim labels should be read from the drive side. For this reason, a set of wheels not on the bike might look like the front hub is backwards when it makes more sense on the bike.

Crossed spokes: Although not generally a functional problem except on high spoke count wheels, this is an indicator that the builder might have cut corners or not paid attention to more important, and more transparent, aspects of the build.

You're definitely not out of line asking for a rebuild, but I fear that the only way to get them built right is to find a reputable builder elsewhere, or do it yourself.