Originally Posted by Dave Mayer

Here:

Peak Torque on Bike Marketing, Real World Aero Savings and Hookless Dangers (youtube.com)

Tubeless/hookless for performance road cycling is for marketing, manufacturer cost savings and creating proprietary tire/wheel combos that attempt to lock the consumer to the original sale vendor. Just because the marketing propaganda says they are on a certain trendy tire/wheel combo doesn't mean that they are actually being used in competition. Particularly during the critical climbing stages.

And it helps keep a few of the shrill industry influencers on this forum in beer

It also helps lock the consumer into a shop because your average weekend warrior used to be able to replace rim brake pads and shift housing and fix a flat. No longer. We have an increasing influx of folks coming into see us to: "borrow an air compressor".