For most people, running is a very personal activity where they are just trying to put the effort in to personally improve. There is great personal satisfaction when they put in the miles, eat right, do the tough workouts and get the desired results such as a new personal best time.
For most people that race, they are not so much competing against other runners but competing against themselves.
So it's totally logical that that those runners would view wearing supershoes as cheating. Supershoes would be seen as a shortcut to personal improvement. They would view wearing supershoes as cheating themselves. Similar to cutting corners on a certified course, taking performance enhancing drugs, traveling to a race with a huge net elevation drop to set a personal best time.
For those runners wearing supershoes would be cheating themselves out of the personal satisfaction of knowing that any personal improvement was the results of their own efforts.