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Are u shaped genuinely better in cross winds or is that just marketing? If I had to go for one for both, what would you recommend?
The U-shape hype was in comparison with very sharp-edged and slab-sided V-shaped rims. The 30mm LB rims are more semi-elliptical than V-shaped. The theory stands, but the 30mm LB probably performs closer to U than V
If I were making the call for myself, and using the same tyre front and rear, I'd come down hard on a tyre choice between 25 and 28 and then match to the rim as described. If you insist on swapping from one tyre to another with just one rim, you'll probably be on the second-choice rim for one of the tyres, but not by much.
It's a vanity of small differences whichever way you jump 🙂
Why not both? U-rim with a 25mm tyre on the front for the low side wind force, V-rim with a 28mm tyre on the back for the low rolling resistance where the load is higher.