All the BS about the pros wanting rim brakes, tubular tires, this that and the other stuff is just BS. Pros will use whatever they believe gives them the best chance of winning the race. The sponsorships don't dictate everything in sports, but winning sure does with some frequency. If a pro was winning with rim brakes and Di2, they would just make more bikes with those components to sell to the guys that want to be like the pros. They would probably even make more money doing so since the rim brake tech is less expensive. Likewise, if they could not win using tubeless clinchers, they would use tubular. The fact that they use tubeless clinchers tells you there is something working well. If they needed to satisfy a sponsor by having the name emblazoned on the wheel, then it is a simple step to taking a preferred wheel and slapping the sponsor's stickers on it. No one would likely ever look close enough to give it much thought.
If anyone thinks differently, just look at golf. A player may have "Titleist" emblazoned on the bag while at the same time having clubs made by a different company. They go with what they think gives them a win.