Alright, riddle me this:
I haven't seen a lot of good data besides the marketing that Cervelo has put out. For instance;
At what depth is a rim considered to have an "aero" benefit? I see manufacturers with rims as shallow as 22-25mm touting their "aero" profile.
Where does "aero" out perform weight? Making a rim aero typically involves making it heavier, particularly if you're using alloys of any kind. Does an aero profile actually outperform a 100 gram gain to the rotational weight in a rim? I haven't seen any data that says "making a rim of 30mm aero profile is the equivalent of shaving x grams from the weight". Lennard Zinn, by the way, says that for almost every application save for solo breakaways, weight trumps aero everyday.
I guess my point is that I strongly suspect this is a bunch of marketing. It was getting harder to sell stuff simply on its lightweight merits (you can only do so much with a box section rim) so aero is the new "hook" to sell people more stuff for even more money...
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Good night...and good luck