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@thecycleclinic
What ugo says about DT Spokes vs sapim is very true which is why I use sapim.
If rat races wheelbuilding is as good as you say he won't need plugs the cyclist have a way of sniffing out the good shops. good luck to pete there should be more good shop based wheelbuilders.
RRP's are made up buy the distributor and it based on what customers a willing to pay. I am not sure about madisons margins but I don't think they are as big as you might think. I wouldn't be surprised if Madison have to pay more than Rose do for the same spokes. Madison don't get to sell DT Swiss wheels and forks which will limit the size of there orders and the discounts they get. Don't know for sure but I doubt it is a simple case of price gouging.