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haha yes 4000usd
its a bit annoying because I was (/am) working on sort of the same idea (#boastpost..):
Lower left corner: rough plastic print of a strip of bumps, to be smoothed with acetone and copied in a mold and cast in 40 pieces and glued on a aliexpress carbon rim. I based it on this research paper and guesstimated there should be 120 bumps 4mm high around the rim. Zipp seems to think 18-24 works best.
But hey, The research has been available since 2008/2004 and Zipp have been developing for years in windtunnels with practical examples. I just printed a piece of plastic and thought about maybe gluing it on a rim. What do they know? :)
edit: There was an earlier version but never backed up with data:
http://www.nottinghampost.com/dimitris-reinvents-wheel-bike-riders-edge/story-19350045-detail/story.html#ySmzW8HzqkgbXU9Q.01editedit: image host is annoying. I have attached my photo:
Not much I would guess, the main benefit is making the wheel feel like a smaller rim depth (ei controllable) than it is.
In theory the wheels should get lower drag and even negative drag at wider angles, but that depends on zipps implementation.
The wheels also have fancy new dimples. These could lower drag at 0 degrees by keeping the air attached further round the rim shape, but no graph / data / comparisons yet