They are bigger in the MTB scene with guys like Lopez using them for years. They also do better with some of the carbon stuff in the tri market (again, more in Europe). That alloy pricepoint you are looking at is a pretty saturated market and they've never gained any real market share in North America.

If you're in NA, contact Henry at Novatec USA. He can give you the lowdown on the wheels and where you can buy them.