I just got done with Born to Run.
When we picked up Vibram Five Fingers as a brand, it was more on a feeling than anything. But the stories AND the scientific research in the book really point to these "shoes" being a smart thing to wear and run in. Crazy.
Excellent book BTW, really great story line once you dive into it.
But my real reason for the post is to link you in to an article in the NY Times. It is a short version of the Born to Run analysis of the running shoe industry. It is worth reading.
Matt @ Xenia Shoe