keep in mind too that an average rider (average speed of a road cyclist is only 14 mph) really doesn't care about being the fastest, so buying a new set of rims that cost 2 grand to put on a $1,500 bike wouldn't interest most riders. Look, you get the same workout riding 1 mph slower on heavier less aerodynamic wheels as you would going 1 mph faster on more efficient wheels, because the watts being used remain unchanged, sure you go may go faster but the average rider isn't really thinking about that as much as people here think, they're thinking more about the exercise and not the speed, they only start thinking about speed is when they join a local bike club that's more serious than the let's ride to the nearest pub and have a drink type of club.