I wouldn't get Mavic anything, they build good looking lighteweight wheels but it's all proprietary stuff, you damage something or want to upgrade you can't just replace anything on them easily, you'd have to warranty them.. Nothing special about their hubs, proprietary spokes and rims that if you bend or dent can't substitute with another off the shelf part. So yea Mavics are decent wheels but a use and chuck away part as far as I'm concerned. Dt swiss hubs are bomb proof, have better bearing and quality etc than Mavic anyway. For the price of Deemax you could get some lightbicycle carbon rims laced up to some dt 350 hubs..No contest imo. Plus I saw my mate absolutely total his Mavic back wheel when he cased a jump, it broke like plastic. I've never broke any of my wheel builds.
I have the EX1700 in 27.5 since 6 months or so (when they were released) on a Jeffsy, I like them a lot. They tick all the boxes in my opinion: strong, reliable, easy to service, beautiful, not too heavy. And not so expensive neither, at least here, in Germany. They indeed come with 36 ratchet system hub, which is a good compromise of engagement, reliability, weight and pedal kickback. The sound is fine too, not silent but not super loud neither. Just normal / average in this regard.
FYI, the current Mavic hubs are similar to DT, as they use a similar ratchet system (ID 360). It's very different from the previous ITS4 which used the classic pawls system.
The ID360 is a bit louder than DT's ratchet, with a deeper sound. It has 40 teeth, so it's quite close to DT's 36 teeth ratchet.
As for reliability, DTs are pretty much bomb proof, but I have no idea for the current Mavics...
I suppose the safe bet would be the DT EX1700, but I'll definitely consider the deemax next time I need a set of wheels. I have a pair of basic Mavic 29" wheels on the commuter bike (as I kept braking spokes on the original wheels...), and I got to say they're pretty sound so far. Hubs are really smooth, and the sound is nice.