it's still valuable for them to cater to the market in terms of both business and brand
It really isn't. Hand builds are a small niche, OEM rims for factory assembled wheels with 3rd party hubs and spokes is a ruthlessly competitive business, and the only way your brand gets mentioned either way is when something breaks in a system over which you have no control and people blame the rims. I would not be surprised to see Mavic leave the loose rim business completely within a decade, because the OEM end has no margin and boutique end has no volume.
It really isn't. Hand builds are a small niche, OEM rims for factory assembled wheels with 3rd party hubs and spokes is a ruthlessly competitive business, and the only way your brand gets mentioned either way is when something breaks in a system over which you have no control and people blame the rims. I would not be surprised to see Mavic leave the loose rim business completely within a decade, because the OEM end has no margin and boutique end has no volume.