Droolworthy?

I think these lovely cobalt wheels would look really hot on my race bike. I have not seen them in the flesh, er, aluminum, but they look sweet in the picture! Pricey though, so probably just wishful thinking. The first I had heard of them was an ad in the new VeloNews this week. They caught my eye right away.

Anyone have an opinion on whether or not they are good wheels, and are likely to be bombproof and low maintenance, from an engineering standpoint?