It's not really about aero or strength, IMO. Rims aren't regularly falling apart - there are lots of strong rims on the market. I think this is a response to H+ Son, this is about having the Deepest V, the biggest billboard to colormatch to your toestraps.
Incidentally, though, this rim will probably have some aerodynamic benefit at speed. And adding weight to gain aerodynamic benefit is not an uncommon thing.