I think anytime you deviate from an off the shelf product you are entering the realm of custom, the degree of custom, semi-custom, or baba'ed is related to the extent of the deviation and the quality of the work you've undertaken. I have 3 rifles that I consider custom, yet all 3 are built around actions that are found on off the rack rifles, but there the similarity stops. I have two others that are just tweaked, in that they have the factory barrels and stocks as well as the factory action.
The Echols rifle is a fine looking, nicely executed piece, with gorgeous wood. But it does not look like the rifle I would choose if I was to have a classic wood stocked rifle built. I would have irons on the rifle, and the drop at the comb would be more appropriate to their use. I do like the sweep of the pistol grip, which should prevent bumped knuckles against the trigger guard. I am sure the client who commissioned the rifle will be very happy with the results, and that is the point of custom. Custom means that you can build a rifle that suits your needs better than anything built to appeal to the greatest number of people. With the exception of rifle art, this probably means that the rifle you build is worth much less to someone else than it is to you. Often this is discovered when someone attempts to flog a used custom rifle for $6K.