Tom A. wrote:
Technically, the Exalith coating is called Plasma Electrolytic Oxidation (PEO) and although it creates an aluminum oxide layer just like anodization, the process is different (much higher voltages and different solutions) and results in a much thicker and more durable layer. Additionally, that ceramic layer results in a higher friction coefficient than bare aluminum, especially in wet conditions apparently.
Some of the new Vittoria rims and some new Campy rims also use PEO. All I've read so far on the Hed rims is that it's anodization, so it's unclear if it's actually PEO or not.
Interesting fact...PEO is also possible on magnesium <hint, hint> ;-)
While PEO is thicker and more durable than, presumably, even Type 3 anodize, the differences should be minimal. Type 3 anodize is maybe 0.0020" thick best case, typically more like 0.0010-0.0015", PEO might be good for 0.004+ inches. Thicker, but still about the thickness of a human hair. Basically, PEO will last longer (potentially twice as long as an anodized brake track) but eventually will wear off - although, with the higher wear resistance of PEO vs. anodize it could be even longer.
Also, PEO is sensitive to the substrate material (whereas I haven't heard anodize being sensitive) which makes wheel alloy selection slightly non-trivial.
PEO can also be applied to titanium <hint, hint> Mag wheels were cool in the 80s ;-)