If you pursue maximum performance aerodynamics matters. The drag caused by your wheels is one of villains in abusing your power in the wrong way.
Factors like gradient and wind direction do influence which kind of wheel profile you are best served riding for spending most power for forward propulsion. By choosing the correct wheel 5-10 watt can be spent going forward instead of fighting drag.
The article and the video give an overview of how you help yourself in riding more effective as probably not everybody has a wind tunnel like the “small” Mercedes AMG Formula 1 in Brackley, United Kingdom, and an expert like Simon Smart who has aerodynamic experience in designing as well frames and wheels as Formula 1 cars.