Show me any evidence of truly good runners "thriving" off the fact that people don't understand the sport.
Are you sure that you have?
And yet that hasn't really happened, despite the huge growth of marathon finishers in the US since the '80s. Why could that be? Maybe because not only is there no causation, there isn't even any correlation.
Really? So why has the growth of the obese population paralleled the growth of marathon finishers? Maybe because our sport has nothing to do with "improving the health of our society?" Our sport is about competing, and even going to extremes to get an edge in competing. Gee, just like any other sport. Fitness running (or jogging) is separate from competitive running, why do people make the mistake of confusing them for being one and the same?
So a KB jersey is equivalent to a 13.1 sticker? I don't see that analogy working at all, you'll need to do a better job explaining it.
Running as a sport isn't for everyone, I'm okay with defying this pussification-of-America inclusiveness BS. The NBA doesn't care about or need every slob playing Y league hoops to maintain its popularity, the NFL doesn't care about or need every slob playing rec. league flag football to maintain its popularity, the PGA doesn't care about or need every slob playing the local muni course regularly to maintain its popularity, etc. Just like the health of our nation is in no way dependent on the popularity of the sport of running, the health of the sport doesn't depend much at all on whether there are 100, 1000, or 10,000 finishers slower than 4:30 in a marathon. Especially when almost none of them know anything about the winners or the top of the sport.