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That's because shops (especially in London) have overheads, and can make a killing on labour charges, the guy building your wheels is on the same hourly rate whether he's building wheels or making a brew for the team. Wheel builders on here do it for extra coin, and because they love building wheels, takes them to a zen state, either that or they're just nuts!
Have a chat in the wheel building thread, see who's near you, or alternatively, get stuff posted to the wheel builder, then you pay for shipping to Leicestershire. Do you need 36h, are you that much of a beast/ doing a world tour?