Originally Posted by rpenmanparker

It just doesn't matter. The name on the wheel, that is. It is of no importance.

Someone is asking right now in another thread whether they should get the ABC wheels or the XYZ wheels. It doesn't matter per se. So what does matter? The specifications pure and simple. If you know what you need and want, you can research the wheels specifications and get the cheapest embodiment. The names are unimportant. Let's stop there for a minute while I make a disclaimer. I am not talking about no-name Chinese carbon. It may be okay, but is still in its own category. I am talking about name brand stuff and the no-name/store brand stuff (aluminum and carbon)from Taiwan such as sold by Bike Hub Store, BDop, and all over ebay.

So what do I mean? Do you want clincher or tubular? Check! What material do you want, aluminum, carbon, or carbon with an aluminum brake track? Check! How deep the profile? Check? How wide the top cross section? Check! How many spokes? Check! Aero spokes or round? Blingy hubs or plain vanilla? Loaded with decals or subdued? What weight? Check! Check! Check! Off the shelf, custom built, or home built? Check to all the above! Etc.

If you could have a list of every possibility and apply the above filters to it, you would obtain the reduced selection that exactly fit your requirements. From such a selection you could easily pick a winner without further advice, and my belief is that the best choice would be the cheapest one offered.

You don't need to ask someone for advice. You just need to know what you characteristics you want the wheels to have. I wouldn't be surprised if a pretty high fraction of folks in the market for new wheels wouldn't end up specifying wheels so similar to what they were already riding that buying a new set would be foolish.

Pass the popcorn and let's discuss.