Ceramic rims lasting 10 years??? Ceramic surfaces are brittle and crack easily. But aside from that they can be durable. However one must understand that ceramics are insulators, both electrical and thermal, so the braking energy converted to heat in the brake pad cannot transfer to the aluminum rim where it can be dissipated. This is the reason for rapid pad wear and reduced brake effect, but ceramic only makes the pad operate at higher temperature, so it will limit braking when the pad material breaks down or melt, or at least closer to melting than if it were running against aluminum. The main benefit was intended to be for wet braking, where water makes soft pads on wet metal rims ineffective. Its resistance to wear is probably also a goal for wet conditions that circulate much grit.