Depends on how much rhino you have... I'd say that the best way to spend money that really needs to be spent on abike is to buy a second set of wheels. No serious roadie should be without two sets of wheels. If you race, you'll want different wheels for different sitiations; lightweight wheels for climbing and aero wheels for TTs. Even if you don't race, your Rolfs will give you problems [it's inevitable with Rolfs] and you'll probably have to shop them to get those fixed. If you want to keep riding, you'll need a back-up. When you crash [not if], you will probably put one or both of your wheels seriously out of true or trash them completely. If you want to keep riding, you'll eitjher need a back-up, or you'll have to buy the first set of wheels that come along.

Do yourself a favour; have your shop or local wheelbuilder build you a set of traditionally-laced, 32-spoke wheels with Ultegra hubs and Mavic Open Pro rims. This will cost you about $350 and you'll have some really great, though not the sexiest-looking wheels in the paceline. The whole set will weigh in at around 1600g -- which may actually be lighter than the Rolfs -- they'll be tough and you'll be able to true them yourself at the side of the road if you have an accident. In fact, they may well become your favourite wheels.

That's the BEST way you can upgrade your bike.