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rotating mass
http://www.biketechreview.com/index.php/reviews/wheels/63-wheel-performance
There's also a more current debunking by one of the Straylian Aerocoach chaps, but trying to find anything on TTF is hard work.
Scilly.Suffolk
Good luck with the build. The DRC rims might be interesting if I can get them sent here.
The more I read this evening, the more it says that the rim is where you want to lose weight rather than the hub - which makes sense as it's rotating mass. Therefore Tune hubs seem like vanity/dick measuring to get wheels down to a stupidly low weight without huge additional benefits.
Hopefully disc wheels on road bikes will make a difference there - less material needed in rims.
A DT build or factory wheels are starting to look like the sensible option. I'm leaning towards handbuilt for the ease of sourcing parts etc.