I’ve posted this before, direct from ENVE:
“To address this issue and eliminate one variable of the problem, we moved to a hookless design on the M Series to ensure that the rim’s bead seat diameter was consistent and more accurate. Going hookless allowed us to use machined hard tooling to create more precise bead seat diameters and bead locks, whereas our hook-bead tooling (mold) was soft so that it could actually be removed from the rim. While this process works well, it introduces more variability into the final product, creates more manufacturing waste, and requires more finishing.”
I first saw it as a blog article, now a support article: https://support.enve.com/hc/en-us/articles/360039656291-Hookless-Beads-Explained
yup.
thats my cynical viewpoint as well…
Did anyone mention the SRAM patent video from the other thread:
and a direct link to SRAM’s patent 20210178806
https://image-ppubs.uspto.gov/dirsearch-public/print/downloadPdf/20210178806
which states:
A patent to glue/bond hooks into hookless rims 
even though the hooks may fail to maintain the tubeless clincher tire on the rim.
