yeah I enjoy my formula hubs, the h+son use soma, which I'm assuming are pretty similar just with a more well known name to jack up the price. If there's an upgrade that makes sense from velocity (from a financial pov) is basically what I'm looking for. I'm willing to sacrifice the extra weight for a deeper rim as (I'm keeping the rest of this build fairly light, with the exception of brooks saddle).

but you bring up something I'm also curious about, what could I expect to pay for a wheelset build if I did order them individually? seems like a nice way to get some nice hubs on a deep rim, of which all I really see around are foer, velocity and h+son in that price range (excluding origin8 and weinmann). are there mavic or iro rims out there that go 40+? I also like the idea of the h plus son set having a machine front rim, but still in black, incase I ever ran a brake.