wider rims are de rigueur these days. They allow for the tire to fit wider, which reportedly increases comfort. Do a search, you'll find lots of threads on the topic. Fat is Fast | Bicycling Magazine

Factory wheels will generally have fewer spokes, as they are made by large machines that allow for that. The spokes will, however, generally be proprietary and a pita to replace if you break one. You break a CX-Ray otoh, and just about any shop will be able to fix it in a few minutes for short money (I paid $15 to replace the only one I've broken).

Another benefit to buying wheels with a quality set of hubs like the White Industries is that you can keep them when you wear out the rims, and just build them back up.

Plus, you'll look cooler than all the other guys riding boring Mavics.