The website is of a does-what-it-says-on-the-tin variety: TheBiggestWheelTestinHistory.com.
According to Shimano, 2000 test riders from all over Europe are currently testing the stiffness, speed and durability of the latest Shimano wheels, the not-quite-as-well-named-as-the-website WH-7850-C24CL.
Shimano says this wheelset is produced "using a unique aircraft industry process. The WH-7850-C24CL (Carbon- aluminium composite clincher, 1,380 g pet set) has superior stiffness which provides optimum conversion of the rider's energy into forward momentum."
The test riders are from Sweden, Finland, Norway, Netherlands, Belgium, Luxembourg, the UK, Ireland, Germany, France, Italy and Spain.
All 2000 test riders have to give internet-based feedback about the wheels, rating them for comfort, acceleration, lateral stiffness, braking performance and overall handling.
The results are due soon, promises Shimano. The website went live earlier this week.