And what? The problem I have understanding most things written by Brandt (Usually quoted by you) is that although he's prepared to go to great lengths to explain the method he doesn't bother to give any of the reasoning. Here we have a meticulously executed experiment in hanging 35lb weights of various parts of a wheel in various ways, all independently verified. Just how does that demonstrate the point? In what way does that replicate me riding the bike? If that's not explained, it's meaningless.
Surprisingly enough, the fact that he didn't explain something to you doesn't make it meaningless. He's writing as an engineer, for other engineers, discussing an engineering modification to a bike.
So now we know about the stresses caused by a 35lb weight. Call me thick, but I still don't know the relevance of that.
No, he measured deflections, not stresses. You're not thick, you're just not an engineer so it's not your area. The productive response to that is to ask for explanations, not get antsy and imply it's his fault. You didn't pay him to explain it to you.
The point is that while a metal structure like this is having forces applied to it which are in its normal expected use, the deflections, or flex in it, will be directly proportional to applied force. This means that double the force, double the flex, half the force, half the flex. But the ratio of force to flex is called the stiffness of the structure (in this particular direction). Measuring the movement for a 35lb force tells you that.
Furthermore, measuring it in one direction and then another at 90 degrees tells you how much it flexes in each of those directions. Again with forces within normal expected use, the combination also tells you how much it will move for forces inbetween those angles.
So the experiment is measuring exactly how stiff or flexible the wheel is. Objectively, with numbers. The sort of thing engineers do to figure out if a change (such as tying and soldering) is worthwhile.
And no, I don't agree with Brandt on everything either, but this one does appear to be pretty clear.