Lip Size for wheels and how they look and the difference
Pictures from manufacturers are "Stock Photos" and often reflect the best looking aspect of a wheel design. If a wheel comes in 24x10 inch all the way to a 17x7 inch the Stock Photo will be of the best "look" of the wheel which is naturally the 24x10 inch wheel with the 3.5 inch lip. This page explains how a smaller wheel will look of the pictured wheel on the website.
Average Lip Sizes for Wheels
Below is a Picture from Manufacturer of the best look, its a 24x10 wheel.
The spokes are long the hub looks small and the lip is huge!
Below is a 17x7 wheel.
The spokes shrink and the hub looks bigger and the lip goes to 1 inch. This is typical of a high offset 17 inch wheel.
Other Examples of Lip Size