Let me toss in my .02 before this gets locked and sent to the abyss.

In one of the previous replies it references a test that mentioned the benefit of "aero" wheels at 10% to 15% (I'm going by memory on the % so don't get excited if I'm off a bit). Soul's use of the term "aero" is in the generic sense. Not once do they claim they are faster than Brand X or even make you a faster rider if you use his wheels. Also mentioned in other replies to you, that in general, a higher profile rim will always provide some aero advantage (as minuscule as it may be) over a lower profile rim (i.e. box). So in a generic sense does Soul's 0.1%, 5%, or some other random number, aero advantage over box sectional rims qualify them to use the term "aero"? Sure, why not? Now if you absolutely need quantitave data on their aero properties to be able to sleep at night then go ahead and spend a few grand more on the big name wheels.

I'm not an owner of Soul wheels but I will once funds become available. I will be buying the S2.0SLs because I don't care about aero. The weight weenie in me (don't hold that against me) wants light wheels. Actually, where I ride there is usually a nasty cross wind and high profile wheels will probably hinder rather than help me. I like Soul because they provide the best bang for the buck, they have a great reputation, and seem to use quality parts. Them being half way across the world can be a problem but not a deal killer for me. It's a personal choice and if there is anything you do not feel comfortable with then just go elsewhere. Simple as that.