Here's a true story that could only happen with trigeeks. I've posted it before but its still post worthy.
Wife and I went to a triathlon in a nearby city. We drove up the night before and went to the pre-registration.
In the parking lot was a bright red Ferrari 308. A few parking spaces away was a clapped out Volkswagen Rabbit with a beautiful bright red Lotus bike attached to the roof. It was about the same shade of red as the Ferrari. It was actually the first one I had ever seen in real life.
There was gang of people huddled around the Lotus admiring it and nobody was paying any attention to the Lotus.
What makes a wheel or a crankset triathlon specific?? Their website even makes mention of the Russian National Cycling team using "their" disc. As far as I can tell XLab went from building gadgets (like the "saddlewing") to frames to wheels. I suspect many of their products are simply rebadged massproduced versions. Why are their wheels good? Have they published any data about their 3 and 4 spoke wheels? My guess is that these products are a good way for a retailer to get higher margins.
Either way, I think that if someone is going to drop the coin on a Lotus, they ought to go for top end wheels and components. Even if they don't match!! Oh, the horror!!! ;-)