I think they screwed up somewhere.
It's unlikely that years of wind tunnel tests and real world tests which show conclusively that deeper rims with fewer spokes are faster are completely wrong. Look at the published Zipp, Hed and Smart tests, plus what pros ride to win time trials. The data there is all reasonably consistent while this test shows something else.
Likely it's hard to see what's wrong because the test is poorly designed. Instead of testing rims with same tyres, then looking at variation in tyres they changed everything at once. Add in some calibration and measurement errors, limited budget and a publishing deadline and you have a mess.
Carbone Clinchers test in Tour magazine
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Not an expert, but one of the things most cycling tests seem to lack is a sense of error and/or magnitude of results.
Somepne sugguested that the movement of a dummy/wrinkles in the clothes/tyre size had a larger overall contribution than which sort of rims were used. If this is true then its interesting that maybe top teams investment in time trialling wheel would probably be better spent, well, somewhere else.
Somepne sugguested that the movement of a dummy/wrinkles in the clothes/tyre size had a larger overall contribution than which sort of rims were used. If this is true then its interesting that maybe top teams investment in time trialling wheel would probably be better spent, well, somewhere else.