Road Wheels & Road Wheel Recommendations?

The hub of the wheel is its central point, or anchor. It determines forty percent of a wheel's stiffness and compliance

My BS detector kicked off at this in the first paragraph after the intro. Forty percent of what? Are hubless wheels only ever going to be 60% as stiff as ones with hubs?

And this:

a stiff spoke (one that resists bending) decreases side-to-side deflection and at the same time decreases vertical deflection, whereas a flexible spoke (one that is easily bent) decreases side-to-side deflection and increases vertical deflection.

Is utter bullshit too, as long as we're considering spokes which always have at least some tension in them under all service conditions. For a spoke's bending stiffness to be in play, at least a part of the spoke's cross section has to be in compression, and then we're talking about either a wire spoked wheel which has already failed or a solid wheel like a HED3 or Arospok.

Paul Lew is obviously a clever bloke, but either he knows nothing about wheels or he has dumbed the article down so far for a lay audience that it has become meaningless drivel in the process.