PE also installs the new bearings in the chromed rims, so you don't have to grind out the extra layers of copper, nickle, and chrome that build up inside the bearing surfaces.
AGAIN, for those NOT familar with the labor and work involved in taking a OEM rim and getting to a show chrome finish........What they charge for their services is great. Personally I've used CycleImage.com for mine...but I install my own bearings.
But, if it's too pricy......there's always the dull stock finish which maybe just great for those guys and gals who love the stock look.
IMHO, I'm just saying $1000 is a steal at todays prices.