Zipp has long been a leader in wheel architecture.  They were one of the first wheel companies to use CFD (computational fluid dynamics) design technology to advance wheel aerodynamics.  The Firecrest shape was (is) revolutionary in that it cut drag dramatically, especially at the trailing edge of the wheel- a design that has been intensely copied by other brands.  Our athletes often remarked that they felt like they were cheating on their Zipps, knocking many minutes off their bike splits or precious seconds off their time trial.  The shape also lent itself to greater stability and improved ride quality/less rider fatigue.  The best sales tool was to simply let them demo a pair.

What was not so great were the hubs.  For everyday riders the version 1 Firecrest hubs were problematic needing frequent adjustment and/or replacement.  Zipp addressed this with the V2 hub and hopefully has solved it with the V3.  The new 77 (front) 177 (rear) hubsets tout best in class durability, improved bearing durability, and no pre-load adjustment needed.  They have also replaced the spokes with Sapim CS Sprint to improve stiffness.  

Zipp has also taken a big chunk out of the price point for 2016.  A 404 carbon clincher set that used to run $2750 is now at a much more accessible price point of $2100, making them much more enticing over their competitors under the 2k mark.  This also paves the way for the new NSW design available on the 808 carbon clincher in 2016; at a price point of $3400! 

What you had before was an incredible rim design.  Now you have an incredible wheel.  Zipp is one of the few carbon clinchers I can recommend with confidence.  I have had numerous carbon clinchers come into the store with heat related failures- never a Zipp.  Impact damage has been non-existent.  At the new price point they are going to be hard to beat.