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@J0nathan
FWIW, my earlier assumption regarding the 'PROtotype' wheel being a HED3 seems to be correct. I wonder if it's a simple question of PRO asking (and/or paying) HED for permission. You'd think HED would be pretty pissed that they don't get the exposure, but having said that, anyone who's really going to fork out for a wheel like that new is going to know what it is anyway. COOL STORY BRAH!
http://www.bikeradar.com/gallery/article/pro-bike-bradley-wiggins-team-sky-pinarello-graal-26064/31