Replaced the ENVE Rear Rim

Today it's wheel-building (and so on). It doesn't meet the criteria, but
what I'm doing is wheel-building itself.
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A customer brought in a rear wheel built with a Smart ENVE WO rim.

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It's one I built myself in the past.
The bead hook spread due to brake heat on descents,
and since it can't be repaired, the customer wants the rim replaced.

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I measured the section where it's most spread out with calipers,

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and compared that measurement to the undeformed section.
The total difference on both sides is this much.

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Moving into a new home with the same builder and floor plan...

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It's built.

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There's a sticker missing from one side of the rim due to a manufacturer error.
If it had been peeled off later, there would remain a very faint color difference like sunburn marks,
so it's certain it was never applied in the first place.
The reason I put the side missing the sticker toward the non-freewheel side wasn't
about the appearance from the freewheel side, but rather

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the valve hole sticker on both the old and new rims has
one side that says Handmade in USA and the other side has a serial number,
so it just happened to work out this way when I aligned the USA side to the right.

I considered transplanting the sticker from the heat-deformed rim
(the customer had the same idea apparently),
but there's no way to transfer it cleanly, so I gave up.
ENVE does offer sticker replacements for individual purchase.

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↑This is a rim from a different job,
damaged by the blue brake shoes (private brand from a certain overseas mail-order site, claiming to be for carbon)
that suffered from heat sag.
These blue brake shoes have as much aggressiveness toward carbon as SwissStop Yellow King,
but a few years back when the yen was strong, you could get a set (two pairs for left and right) for
under 1000 yen, so they sold explosively,
and as a result, rim explosions happened all over the place.
Destroying expensive rims with cheap shoes defeats the purpose.

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↑The reason the blue shoe marks are interrupted in this section is
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because it's bulging out.

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And this is today's ENVE rim,
but there were traces of those blue shoes only on the bulging section.
(I confirmed with the customer that they were indeed the blue shoes.)
ENVE rims are particularly vulnerable to heat,
and aside from it being a warranty condition,
it's best not to use anything other than the manufacturer-specified shoes.

The customer wasn't being stingy with brake shoe money—
they were switching from another wheel where the blue shoes
were working fine currently, and it was a hassle to change shoes,
so they just kept using them. So the reason wasn't
miserliness but laziness,
but in any case, the result was that the rim exploded.

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