That problem applies to factory built and handbuilt wheels, as your own example suggests. Regardless of what route you go, it pays to read a lot of reviews (yes, you can find reviews on handbuilt wheel builds and the individual components) and get more than just one person's subjective opinion. Remember, too, that wheels can feel different based on what tires you run and at what psi.
I can't speak to the economics of custom versus factory wheels. Perhaps Wahine can weigh in with her SO's perspective. Obviously, you can get very expensive custom wheels that cost as much as or more than a comparable factory set. But for those among us looking for a solid pair of all-purpose wheels, handbuilts can be a very economical choice. At the time I had my wheels built in 2007, a comparable set of wheels at the same weight would have run me more and likely would have been overbuilt for my weight.

