Wow that is a BEAUTIFUL wheel set, and actually not priced too high compared to other similar wheels! But it doesn't seem like there is anything here that is particularly revolutionary, but they got some good press out of it.
Steve Hed introduced the aerodynamic high profile carbon fiber wheel to cycling in the mid-80's. Since then HED as well as his competitors like Mavic and Campagnolo have spent a lot of wind tunnel time tweaking.
One big change that came more recently was the use of full ceramic ball bearings, with both the balls and inner/outer races being made from ceramics. This makes a slight but measurable difference in the rolling resistance of a wheel. If you lubricate the bearing with a light oil (think WD-40) and throw out the seals the friction drops further, this is surely how they got the long spin down time they mention in the article. Note that the difference between generic metal sealed and greased bearings vs ceramic oiled bearings will likely save an elite athlete only about 30 seconds over a 40 Kilometer time trial (maybe).
The spin down time was also increased with these wheels because they are heavy. To get a carbon fiber rim to work with a 150Psi clincher tire there is a lot of mass out there. An aluminum rim is much lighter (and more durable). A pair of these wheels weighs ~1800 grams while a top pair of aluminum rim wheels will be about a pound lighter with much lower rotational inertia. If you use glued on tubular (sew up) tires then the weight can be as light (or maybe lighter) with the carbon rims.
In any case wheels like these are strictly for racing use, where you have sponsors to foot the bill. There are of course a lot of doctor or lawyer 'posers' that street around on them because they can though...
It is really cool to see all the technology that has been used in cycling over the years. Its claimed that there more patents filed for bicycles then any other invention. I few years ago I built up a titanium framed bike including building the wheels from scratch. I ended up with the full bike weighing in at 14lbs 10oz. My vintage 1999 Bianchi Titanium frame is pretty heavy by modern standards and I have a real seat etc.
If you want to see something insane look here. This is the record lightweight bike, just a bit over 9 lbs and its ride-able with changeable gearing and brakes and all!
http://weightweenies.starbike.com/articles.php?ID=21
For the record road race weight minimum is 6.8Kg (14.99lb). This bike couldn't be ridden by anyone over 140 lbs and I'd hate to see what a pothole would do to it!
I included some pics of my bike for fun. Wheels are some factory FSA's before I built mine so the bike is heavier here
