I believe I'd look more at the wheel company that I would the shipping company. You'd think their packaging would allow for the kind of treatment any and all packages should reasonably be expected to receive during shipment, especially for protection in the area of the faces of the wheels.

Reasonable expectations all around should be the key factor considered though. We as consumers seem to want fast shipment at cheap pricing with zero chance for damage during transit, but as with anything else, we usually end up getting what we pay for.

Sure, it sucks that the damage occurred, but having worked at least with UPS in the past, the employees at shipping companies can only be expected to treat packages so gently while still getting them moved around at the various stages in the time the company allows.