Ok, I've attached a jpeg that shows where and kind of what these spoke face swirl generators are. In zero wind or in a head wind, these things don't do anything, however as the wind starts quartering, i.e., coming from the side, they cause the boundary layer flow to become turbulent. The reason you'd do this is that done correctly it'll help the boundary layer flow of air reattach on the downwind side of the rim, thus reducing drag. In these conditions that translates into less sensitivity to crosswinds and a bit more forward go juice.
Okay, so I forgot to attach it. Now it's here.....
Also, in the sketch, nothing is to scale. The spoke face swirl generators are exaggerated and drawn to give a general idea of what they are/where they are. They don't protrude nearly that much on the actual wheels, and as best as my fingers could tell, their profile is different. I'm guessing they're about 0.5-1mm tall or so.