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The joints and finishing may be not as good or fancy but still £60 for an 'unbranded' rim seems quite pricey.
Depends which you consider most important - quality of the product or what the stickers on it say. Personally I don't give a monkey's about the latter and think the former is rather important, but if your priorities are the opposite then just buy the cheapest DT Swiss rim you can find.
£60 is quite good for the rim of its caliber. Kinlin sells for £45-60.
Hunt sells rebranded Kinlin and Alex for £90. Stock models. Hope sells Sun ringle Oem's for £90.
Say for example Hed belgium sells for £150. Eternity with same dimensions and taller braking surface sells for £60. Hed has a little bit nicer finish. And funky logos. Is all that worth £90 quid extra?
And yes, rims from Brands using eternity as a maker go for over a £100.
Also for reference, Pacenti is made by Alex rims and they sell for £90.