Uppers and lowers are all pretty much the same. Pick your favorite rollmark.
Dont cheap out on a bolt or bbl.
If you're going to use a collapsible stock, go ahead and get the mil-spec (Stag, Vltor, LMT).
I built my first AR for about $200 less than an off the shelf rifle, but that was several years ago. Looking at parts now, I really dont see the savings. But the advantage is that you get the rifle you want, instead of getting something OTS and replacing HGs, trigger, carry handle, etc.
Another advantage is that you dont have to shell out almost a grand at once. After buying the bbl (or complete upper), everything else is cheap, unless you go with a FF fore end...