i've gotten three calls on this today and put a blog post up. I think that this will haunt many of us specialty running shops for a while.
http://marinrunningco.blogspot.com/2011/01/orthotics-dont-work-or-they-do-but-we.html
I know that KK has been using orthotics or having them built in for a while. and we all know about Alberto and Ritz experiementing before NYC...