It's all farsports with different branding and a 30-40% upcharge in price. You can buy exactly the same stuff from FS as 9Velo. 9Velo use stuff straight out of FS catalogue - no private molds or special hubs.
Just stumbled across this thread, and some of the comments don't sit well with me. Especially this one I quoted. I really don't think they are the same or even similar. To my understanding 9velo is a genuin manufacturer. As Bigbobby mentioned especially their hubs are top notch! I am riding their road bike LV2.0 version since a year now:
https://www.9velo.com/products/9velo-2024-road-disc-lv-20-series?VariantsId=11110It's a really good wheelset, even more so for the price. Like it was mentioned before, there a some 10% code (I would use 9VeloPK10 as I think Peak Torque deserves it more, see below) which brings it down to 880 USD incl. shipping and taxes (at least for Germany). They even got rid of the shipping costs now. Last year it was still 49USD, so effectively they got even more affordable. Sometimes you can even find a 15% discount on a sales like black Friday from 9velo directly (check their instagram if a sale is currently active).
I did quite some research last year before I decided to order a set as my "race day wheels" - using some cheap Elitewheels for everyday training, and yeah you can tell they are cheaper. So yes, they cost more than some of the more value options you can find but you are actually getting more here as well - in contrast to some other "brands" that really don't add any value (e.g. Hunt - worst wheels I had so far).
Attached are a few pictures, showing that I indeed own and ride these wheels

But don't believe a random guy on the internet. I am certainly no engineer, just an avid bike user. That's why you might wanna look into these videos for more details:
TraceVelo
https://www.youtube.com/watch?v=U5p4YJTJCm8
Hambini
https://www.youtube.com/watch?v=DDNm7vFNxjE
Peak Torque
https://www.youtube.com/watch?v=6kP03pELRbs
TraceVelo is certainly not an engineer either but might give you good perspective of a "normal bike guy" like myself. Not sure if I would call Hambini an engineer either (he does know a bit of stuff though) but Peak Torque definitely is. He also goes quite a bit into the hub's design and why he thinks it's that good. If you check out his other videos on engineering design you can tell he knows his stuff. Hambini and PT also claim they met the woman behind the 9velo brand on a fair last year and mentioned she does know what she is doing. I believe them, especially PT as he is known to call out bullshit brands if he encounters them. So, no I don't think 9velo is just some rebranding of off-the-shelves wheels you can get anywhere. I think they are genuine and worth the price. Actually, I am quite surprised they haven't become more expensive yet. Probably because they are quite niche still.
So having said that, even IF they would just copy their stuff from farsports, I am not sure where you are buying your FS wheels? Looking at their official website their prices are WAY above what 9velo is charging - even their cheapest one is above 1000 USD, so I really don't understand the above comment from RDY:
https://www.farsports.com/collections/farsports-road-wheelsI think the wheels are definitely worth their money if you are in the market for a premium wheelset. But I think some of the other comments above are true as well: you might be totally okay with a more value-oriented wheelset from xmcarbonspeed or similar for around 500 USD.
Regarding your other question about wheel depth: I really don't see any reason to go for the shallow one. I actually ordered the GV45 for an upcoming gravel build because I liked my LVs so much.