I'm reading Born to Run and am intrigued by the notion of minimalism. I figured at first it was a wacky theory because most pros seem to train in regular trainers, but then I realized this makes sense because who's going to support a runner financially if not the shoe companies. So the pros have no choice. However, if less substantial shoes do give the benefits of less injuries and better biomechanics why hasn't a minimalist shoe company popped up that runs ads bashing the major shoe companies? I know at least nike has the free but it seems like a smaller outfit could specialize in minimalism and make a killing. The running shoe market is huge and it seems by now someone would have taken a stab at it.