Sounds promising! If you read the entire article, they're discussing different versions of the stuff. The 1st-generation Vitreloy stuff was the one with the shattering failure-mode, but requires twice the load of titanium. The later stuff Liquidmetal2 seems to be very promising. At $15/lb, it's only 1/2 the price of what titanium costs in the '90s. Accounting for inflation, it's only 1/4th the cost of '90s titanium. Two rim-hoops would only cost $15 and be so much stronger than the aluminium we have now. Wow... imagine a rim that you can bang up on a kerb or ride through a pot-hole and it just flexes right back into its original shape.