I'd love to use ISO sizes, but even if I know that I need a 40-622 wheel, there is no way to search for it on the storefront if every single seller made gross mistakes in labeling their product! I have to ignore the specs shown entirely and make educated guesses based on title alone. For example "WHEEL AL 700 FRONT ALEX AP18 QR Silver UCP" in the picture is almost certainly a 700C wheel and NOT an 18-inch wheel. The "18" in the title probably stands for 18mm rim width, which means that this wheel will fit my bike and tire, but is a bit more narrow than ideal 23mm. The sellers must be copying the title verbatim from the manufacturer, and then haphazardly filling out the specifications without knowing or understanding the actual numbers. The ISO size is not mentioned at all.