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@Dammit
There may be a slight case of "because show bike"- you saw it at Bespoked a little, and you see it a lot at NAHBs, where the frame builder beats his latest creation with the money stick when it comes to wheels, headset etc.
i.e. ENVE and CK, on ALL OF THE THINGS.
It's a default choice, and even though the parts are probably great they just pass into the "pricey window dressing" arena.
I was genuinely surprised at how nicely the hubs were engineered, I'd probably buy some- at half of what they cost in the UK.