Possibly the most contentious statement in the industry. Superstar Components have invested hundreds of thousands of pounds in the most advanced wheelbuilding equipment in the world, with custom features which were designed and built for us first. With this we can consistently build wheels which are better than the best hand builders every time, built with perfect tension, zero spoke twist and trued to within 0.2mm.
Every hub is laced by hand, and checked by hand. Often this is enough for many brands to claim they are "hand built" when they are infact built on the same machines we use. We see no point in trying to mislead, so yes they are built on the best robot available but it passes through several careful hands in the process.