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Maybe it’s me...
It's an incomplete change in the cycling market. When all wheels were built in the shop selling them, every bike shop had at least a half decent wheel builder on staff. Bike shops now continue to believe that they should offer that service, and try to do so without the volume of basic wheels passing through the shop which were the training ground for shop staff in the olden days. The smart thing to do would be to admit that they can't do it.
They sound like proper divs.