OK, here's the components I chose at prowheelbuilder for comparison to the Velocity build

Rims: H Plus Son Archetype (I could switch to the Dyad's for the same price)
Hubs: Shimano XT T780 (This is what makes my build cheaper, so this is they key question, are the velocity hubs that much better)
I'm not sure if the Velocity wheels use double butted spokes, my build did. Also not sure what difference that makes? I also chose locking nipples and again, velocity doesn't say if thats what they use.
My build: $332.36+tax and shipping

Here's what yellow jersey recommended (399.99+tax & shipping):
Velocity Wheels - Hand Made in USA

Another edit: Bill, I emailed the link you provided.

BTW, Yellow Jersey was very helpful BUT they did not answer a key question I had: "Would these wheels be enough of an upgrade over my stock wheels to justify the cost". They seemed to imply they would be but I asked twice and did not receive a direct answer which makes me wonder if they just want the sale? Not sure, again, they did email me 4 times.

Thanks for your replies!