Many of you have heard about this by now. Bikesnob sums it up rather well. Basically, it comes down to overpriced, over hyped technology with no actual real world benefit and only marketing to back it up. When you can get wheels that are as light, built with much better quality hubs, with traditional spokes anyone can replace, why would you buy a wheel set that costs $800 more with no benefits? A traditional set of wheels getting close to the weight of those can be built in the range of $550-700. The Mavics don't even look cool. Rant off.