Orient Express - Cheap Chinese Rims / Wheels / Forks / Frames / Cranks / Etc

Zipp were pushing for their wheels to be used in PR for years and years, as the gain from having someone win/podium riding them would be immense to them, but IIRC it's only recently that the wheels have actually made it to the end of the race
(based on overheard, half remmebered, ramblings. could be making this up)

I seem to remember cervelo using zipp, and somewhat regretting it.

Re: carbon rims getting wider. MTB'rs have been seeing the benifits of wider rims relative to their tyres for years. Why does a high profile cycle sport like road racing continuosly follow in mountian bikings footsteps?