IMO wheelset should be first thing you change out w/ most stock bikes. I'd lean to something like EA70 or Ultegra tubeless for about $400. I don't think you NEED 36hole OPs, just extra weight/stiffness that isn't needed if you went with boxy open pros. Too stiff equals a harsher ride for some.
http://www.chainreactioncycles.com/K...?ModelID=83826
http://www.chainreactioncycles.com/M...?ModelID=76736
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Rule #10 // It never gets easier, you just go faster.