There’s is a wee thread over on mtbr with lots of info on the wide rims mainly. (see 29er components forum). Lots to wade thru but essentially there’s the odd fail (as with any product – there’s about 4000 comments so not a bad ratio anyway) but mostly all good.
LB revised production recently to improve strength and these new hookless rims are only a wee bit lighter (15-20g ish) for 3mm less width and a lesser beadhook. To me it feels that there’s probably as much material in these as is in the wides and with a stouter bead to boot so not too worried re strength per se.
Hookless has been done before, is common for cars and rivals are moving that way too zoo although kinda new is a minor risk I guess. Probably all come down to rim and tyre tolerances then!