Not that difficult to make, and it is one of those things where all the parts are available and the big names pretty much have identical access as the rest of us. There is a fair bit of contradictory information on how to build wheels out there. So it can get confusing, but one is not any worse off than the average high end bike shop, there may be a few people out there with a better understanding, but the majority of us can make good wheels from the info in books and on the net.