Fair point, though the rim profile of my current slim road wheels does seem to be significantly more advanced than the simple square profile rims of my youth.There isn't really much "technology" involved as far as the structure and material of an alloy is concerned. OK, you can no doubt use CAD software to design the minimum mass of metal required for a given load capacity, but the weight savings are going to be a couple of ounces, not pounds as in the case of going from steel to alloy.
The biggest weight saving in modern road bike wheels I suspect comes largely from the silly low number of spokes deployed, rather than the cross section design of the rim. That's all fine and dandy all the time you don't break one, but if I've got a 36-spoker & Mr Weight-Obsessive has got a 20-spoker and we both ping one on the same big pothole, guess which one of us is likely riding home and which one is likely going to be walking? The trouble with cutting the material to the bone is there's nothing left in reserve, and the slightest failure could render the wheel unrideable.
But my general point is that, though I'm cynical of the blatant marketing-led approach from the cycling industry that leads to countless folk uselessly spending vast amounts of money on top-end gear that might make a marginal difference to riders at the peak of the sport but which is of absolutely no benefit whatsoever to your average rider, it's their money to do with as they like... and the development benefits do genuinely trickle down.