There is something especially satisfying about building the same set of wheels you own (other than color) for a customer!
White Industries T11 hubs paired with Velocity A23 rims is of my favorite do it all road/gravel/cross/commuter sets of wheels you can make. I have had this same combo for a couple years and have done everything from fast (to my standards) road rides to mountain biking and even some horribly slushy commutes that I was sure were going to give the hubs trouble but sure enough they still spin just as smooth as new.
Seriously, don't... While it may have had its merits in the days of extremely flexy rims for the majority of modern components it really will not give you any noticeable gains. With that being said, I still will occasionally get bored and tie and solder some personal wheels.
Obsession, or passion? Who am I to judge? Either way I simply love building wheels for those who appreciate quality!