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By my really quick (and probably flawed) calculation 30% of the cost of 2 x WR40 rims is actually more than 15% of the cost of 2 x WR40 laced up to the bites hubs I was going for. I.e. the saving of just rims is actually slightly more. That is partly because I was going for cheap hubs (so the rims account for more than half of the full wheelset).
The above doesn't take into account the cheap labour etc. But I was very on the fence re full wheels vs rims anyway, as I have another wheel set that I could take some nice hubs from.
urbs
Does it? You get more discount on the rims, but no discount on hubs, spokes, nipples and labour. Not to mention they come fully laced up in the same time as the rims.
I think it makes sense only if you already have hubs or buying them as replacement/upgrade rims on wheels you own