On paper the DT Swiss disc seems the clear winner, wider rim optimised for 28mm tyres, lighter, a cool valve cover rather than crappy stickers (seriously... I can't believe Zipp still expect you to use stickers to cover a hole on a wheel that costs as much as many peoples car..), better hub, looks better (IMHO the latest Zipp super 9 graphics look cheap and cringe).

How is the brand recognition though for resale? Everyone knows zipp, if/when I were to sell a DT Swiss disc do you think it woukd be harder than a Zipp?