Nobody got DQ'd from Foot Locker for rolling their shorts. Neither did anybody from NXN. It is a NFHS rule - not a Footlocker or Nike rule.
There are many reasons for girls to roll shorts (either up or down) - 1) To show more skin. Apparently it is getting to be the cool thing to do... 2) Because the shorts are too big/baggy/whatever and they need them to be readjusted to fit them "properly" (in their own minds)... 3) Some other excuse to give in order to roll their shorts and show more skin.
It is a pointless argument because one side says one thing and the other says something else and nobody will agree on anything. The rule is the rule for NFHS sanctioned meets whether you like it, think it is appropriate, or hate it, and can be enforced if felt appropriate. Most people feel it isn't applied consistently and therefore is unfair to be caught off guard (such as the Utah girl at state). But the problem is, THE RULES ARE THE RULES. Nobody can argue that and apparently nobody can get the archaic rule changed or amended either. But, since neither Footlocker nor Nike are sanctioned by NFHS they don't have to follow those rules.