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Went in for a chat with the techy in the shop. He was pretty positive without being overly biased (hopefully).
Basically said they're selling them at a decent loss due to massive stock levels. They over ordered with the huge COVID bike boom and sales levels have dropped since.
Also said anything they order now will go up in price substantially when the stock comes through so seemed like a good time for me to buy...
Few quid off on topcashback too hopefully
50mm Carbon Disc wheels for £339 from Sigma with SALE15
https://www.sigmasports.com/item/Vel/50-RL-Carbon-Tubeless-Disc-Wheelset/QS28?id=1249426