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In fact, most bike shops around here (admittedly a backwater, but a fairly large one with almost 20 of 'em) won't know what I'm talking about if I ask for a tire by it's ISO size.
Maybe it's more the sellers than manufacturers, but the highlighted size on the tire is always the popular, inaccurate size.
withered_preacher
I think they have if you read the small print. It's a long time since I bought a tyre which wasn't marked with the ETRTO size (later adopted as ISO 5775) alongside any other old school dimensions.