I just saw an article in Cycling News ( https://www.cyclingnews.com/news/hun...ace-wheelsets/ ) about the new Hunt rims. Yes, Cycling News is a mouthpiece for their advertisers so I take what they say grain of salt. They don't say whether they think hookless is good or bad but they are featuring that in both the article and headline. So my question - what advantage does hookless carry besides being easier go make and therefor cheaper (and more profit).

Is there a reason for hookless besides cheaper and allowing simpler manufacturing and a touch lighter? (Lighter at the expense of material at the most important place on the rim strength-wise.) Easier to mount a tire? Any other benefits? I know from experience that a tire coming off can be just plain bad. It seems to me that the hooks would reduce that likelihood.