Hi Gregg & Alex,

I don't think the pictures from the HRE site are that accurate. I've seen both finishes in person; let me give it a try.

Brushed aluminum in real life is shiny and sparkles. The surface of the aluminum has fine cuts--the brushed part, and these surfaces reflect lights at different angles, giving the finish its sparkles/shine. If you want to see examples: Some of Toyota and Honda's OEM wheels have this finish. Cadillac STS OEM wheels also have aluminum finish, but they are not brushed and therefore look more dull, like real aluminum.

The brushed aluminum HRE wheel in addition has a layer of clear coat, giving it more shine. It is more bling than your typical silver wheel; i.e. it's not for everyone.

It should NOT look like it's painted at all (because it's not), which is what that picture from HRE looks like to me. Here is the picture I took myself.