Well, a lot of this is driven by the gravel racing gang... the people partying at gravel events are already happy running 40+mm width, or MTB tires, on very wide rims. But there's also a growing segment of people who have figured out that you can have a bike that's a little bit more comfortable off pavement by going wider, without totally compromising speed on the pavement, and it also makes tubeless less likely to blow up in your face.

Zipp and ENVE seem to be in some kind of internal width arms race with the release of the Zipp 303-S, and the ENVE SES AR series rims. I was exaggerating a little bit :) You'll still find many, many road bikes with disc brakes maxing out with clearance for 32mm width, but that's an improvement over their rim brake cousins. But look around in the growing "all-road" segment and you'll find wider tire clearances on road geometry frames showing up.

I am unsure if this hookless is the same hookless that is from way back in the day. With the way things go in the bike industry (cyclically, no pun intended), I wouldn't be surprised if it were.