If you are going to keep it long term, build, if you plan to resell it, buy. You will never recover the build costs on a custom but you do get exactly the rifle you want. Wildcat cartridges, Ackley etc make resale much tougher. Off the shelf high end guns resell for pretty good money and sell much easier. I have a few custom builds that will never be sold so resale is not an issue but only you can decide which makes more sense.
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