I looked at rolf when I was in the market for a new wheelset, and decided that they were more than I wanted to spend, or didn't meet my needs.

I ended up with a pair of 30mm wheels form Mike Garcia, and so far they have been perfect. One of the guys at my LBS also has a pair of hoops from Mike. (BTW he is here in FL... St Pete)

since you want something for flat, Like most of Florida is, you might look at the soul s4.0 wheels. they seem to get good reviews. or you could go the way of Pcad and got some Williams 38 carbon clinchers.

I think I covered all the popular choices as of late and hits everything from $500 to $1000... if I recall the Rolf's fall in the middle.

I would be concerned about the long term durability of the low spoke count rolf wheels... though they really do look cool, and are light.