Like any cleaner, there is a certain cut to it. Use it too strong and it will do damage, but its a lot weaker when diluted than most wheel cleaners.
Personally, I stick by cleaning the wheels properly once, sealing them and from then on only use an old wash mitt and car shampoo on them. Once in a while they need removing and cleaning properly and sealing again, but its much easier than damaging wheels. I can see that pros dont have that time to prep wheels (most of the time) which is why they use wheel cleaners.