There is a relationship between inside rim width and maximum tire size. Schwalbe has a chart which has the ERTRO official recommendations plus Schwalbe's own suggestions:
https://www.schwalbe.com/en/reifenmasseBut according to the chart, you can use up to a 34mm wide tire on a rim as narrow as 15mm internal width.
The Elite Wheels recommendation for 28mm max may be more for aerodynamic reasons, since the widest rim on that page is 29mm external. Wider tires would definitely work, but wouldn't be as streamlined.