It's not really an issue of machining or unmachining. The treatment is vinyl, and pretty damn tough and resilient from what I saw, but a brake will probably, tear it up pretty thoroughly.
by the way, this is a better picture of the ELVS rims - the way that they glow when subjected to lighting (like flash cameras or auto headlights). i believe this picture was taken in lance armstrong's shop, too (zomg!!! famus!)
http://bp2.blogger.com/_wb8bAl1P-N0/...f%2Bfixies.jpg