The second point in this is that not all 25mm measure 25mm, some fit true, some fit wide some fit narrow. e.g. brand A would make a "40mm" tyre that really measured 38mm so they could say it was lighter than Brand B's equivalent "40mm" tyre that fitted true. and of course rim width will slightly alter the actual size of a fitted tyre. ETRTO is trying to get more honest sizing in widths.
It would be a good start if manufactures specified at what internal width of rim and pressure a tyre will measure as stated.
I have 38mm that measure 40.5 on the rim.
I have 35mm that measure38 on the rim.
I have just removed some 30mm that measured 32 on the rim, and replaced them with some 32mm (different brand) that measure 32mm on the rim.
It matters if you have limited clearance to fit bigger tyres.
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