I'm in the custom build camp. I have a set of handbuilt CXP33s with Ultegra hubs, and they've been phenomenal.

As for the bars, Specialized makes a very nice short/shallow bar. My new favorite is the Ritchey Biomax that was stock on my new bike. I was prepared to change it out, but I've been pleasantly surprised by how comfortable it is. Oh, and it does come in a 38 (measured at the top- the ends flare just a little).