He builds very good wheels for a good price. Not all of us have the time or inclination to build a set, and if you're gonna farm it out he not a bad choice.

When he built my wheels, he spent abut an hour on the phone quizzing me about my riding style, type of terrain, etc, and then made his recommendations. In return, I got a very nice set of wheels that were suited to me, for an agreeable price.

He does have a "house brand" hub that is a good solid hub at budget price, so that might be his main hook. But, he does build a good set of wheels and stands behind them.