Some of the rims these days are just crazy. For example the ones with dimonds in them, or maybe the ones that actually have mini LCD screens in them.
As for spending that much. I would never pay more than probably $1000 a rim unless they came out with something amazing. I can see spending a lot on a rim that weighs less if you are racing or something, but spending $12500 for a pair that is "pimped" I don't agree with.