Can't find consistent specs for the NSW but depending on which sites are right:
- Princeton is lighter by 100-250g (Zipp site says 1815g vs the 1545g Princeton w/ WI hubs)
- Princeton is the same or similar width, so no advantage either way
- Princeton is 7mm deeper
- I trust Ineos to have done their testing
- You can get the Princeton with any hub, either super light or something reliable like the DT240 EXP

I don't see a reason to go for the Zipp and pay $800 more. Only thing in Zipp's favor may be A/S

I’d suggest you drop Marty at Princeton a line on this one.
Judging by the interactions I’ve had with him, the aftersales is something I’d be very confident in.

In that case the Princetons look even better on paper!

Drop him a line - this was on a non cycling matter which he had no actual benefit from, and I was bloody Impressed.

Good points but I would never look to pro team/athlete equipment choice as an attribute.

Second hand feedback, but someone experienced with equipment performance. I rode with Bobby Julich once, and he had the Princeton wheels. He had the Zipp wheels before that. He freakin' raved about the Princetons and loved them way more than the Zipps (handling, road feel, looks, etc.). They look pretty sweet. I would have no problem choosing them, if I was not already aligned with HED Black rim brake wheels. They will be on my short list when I make the shift to disc brakes.

This is generally true but not really the case of Ineos which does a ton of testing and doesn't make equipment choice based on sponsor $ alone. Correct me if I'm wrong but I think they are sponsored by Shimano for wheels and yet they throw on Lightweight for climbing and Princeton for TT. I think that speaks volumes.

Correct. I've got it from a good source that Ineos isn't getting those wheels for free.

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Benjamin Deal - Professional - Instagram - TriRig - Lodi Cyclery
Deals on Wheels - Results, schedule, videos, sponsors

I would assume Shimano as the wheel supplier would likely need to approve of the alternate wheel selection--or at a minimum have a list of wheels Ineos can not use as an alternate. If a Zipp wheel tested as the best option do you think Shimano would give Ineos the ok to use it? I don't. Shimano may be ok with most any other wheel mfg BUT Zipp/Sram.

They wouldn't have to approve anything if the contract doesn't cover TT rigs or wheels in general. The rest is just speculation. I doubt Shimano cares much about wheels because they aren't exactly strong sellers (my counter-speculation).

Let's pretend you're right and Shimano says "no Zipp." Consider 2 things.
1. Enve and HED, for example, consistently test similar or faster than Zipp. I think I even saw some charts suggesting 454 is slightly slower than 404 NSW.
2. Ineos is paying for Princeton over those proven brands and niche specialists like Aerocoach that are known to be very fast

It would take a big leap of faith to think that somehow the Zipp is faster than Princeton. Granted, it's an educated guess but I think the above is strong indication. More than an assumption that 454 are faster but not considered based on pure contract speculation.