It's cruel, but understandable. In any for profit company, you have limited resources. Hartmann is a best of the rest runner. No one, even Jason, would predict that he would win a major or even podium, absent some spectacular collapse by the E. Africans in contention. And there is no really good chance that he can get on an olympic team. Shoe companies would rather go all in with someone like Hall or take a risk on someone coming up than put any money behind a 30 year old who runs about as fast as a B team Kenyan. That is not to say that Hartmann isn't talented and doesn't deserve to be respected. It is just the cruel nature of endorsement deals.