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I think Hunt has been a bit more straightforward about what they do and don't do. And they've certainly built up a great following. Flo seems to have been a bit more pseudocience / smoke and mirrors. I was considering buying some of their wheels at one point, but a bit of googling put me right off them.
frank9755
One of the things that endeared Hunt to me was the fact that they were pretty open with their early wheels that, yes, they were made from OTP components and that if you wanted you'd be able to buy the components and build them up yourself. There was none of this 'our new patented proprietary rim which our designers have optimised for aerodynamics and handling' when actually it's an OTP rim from China that's been on the market for 4 years.