Personally I wish manufacturers would focus less on massive internals and more on increasing the external width and the thickness of the rim lip. Something like the new newmen streem g.62 or duke sierra aera w48 that have thick lips which would surely handle rim impacts better. I'm not sure on the impact of wider lips on pinch flats but maybe it will also help there? Just my 2 cents.
Wider lips do help on preventing pinch flats, more or less confirmed during development of rim profiles I designed. The main conflict is, thick side lips result in heavier rims which is okay for full wheelset products from bespoke brands but do affect figures of the rims when being sold alone, and not every supplier in xiamen provide the capability of manufacturing rims with lightweight fillings in sidewall.
I know this might sound like self‑promotion, but feel free to check out the NOSIG gravel wheelsets I designed if you’re interested. ps thick side lips helps a lot on aerodynamics also, at least in cfd i ran