Chrome column and 15" wheel question?

[muddpile]

Well, it's about time that I upgrade Fast Orange to something more fitting to my style/comfort level. I've had the van tilt/APC billet 13.5" wheel combo forever, but have decided it's time to go chrome with a 15" wheel.

My question is, what makes a brand name "made to fit" column worth $500-$800 when this bad-boy from summit is only $300? Keep in mind I'm running with a van tilt that I bought for $20 at the moment...

http://www.summitracing.com/parts/sum-770700/overview/

Also, I want to go up to a 15" wheel, as it's more comfortable for my arm leaning position. I have it narrowed down to a 15" Grant foam unit, a Billet Specialties half-wrap 15", and one of those new Con2R wheels. Anyone have any advice there?

Any help at all would be great! Thanks!