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This is true and no, the axles don't fit so when I went ahead looking for the conversion kit, I found out that they're exceptionally expensive and that they also don't seem to make one for the 370. Shame really.
Also, how do you feel about this?
http://www.superstarcomponents.com/en/alexrims-atd470-11speed-disc-wheelset.htm
32h, rebranded Novatec hubs (I assume because they look rather similar) and Sapim spokes and nipples.
The detail which is missing is which spokes they've used. I'd avoid anything with plain gauge spokes. Do the axles fit your frame? I'm not sure that swapping axle formats is as easy (or even possible) on the 370 hubs as it is on the posh ones, 370s are really designed for OEMs