Rims taking a beating

The bontrager rims on my fuel ex are looking decidedly secondhand due the amount of sinks and scuffs from rocks flicking up on descents. Know I know the peak district is hard on bikes , so for this very reason I'm thinking of replacing them with something like xt on 717 or crossrides. I ride fairly hard but not drastically and I know if I spank 300 plus pounds on a wheelset they'll look the same in no time, my thought being I can get two cheaper sets. Anyone elses rims take a beating?
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If you want a wee bit of protection, you could add vinyl wheel rim tape, it'll work in much the same way as helicopter tape and can look good too, cover up old scratches and prevent new ones. But I don't think anybody makes pre-cut 26" tape so you'd need to get the sort that needs ungodly skill and hand-eye coordination to apply
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