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Then they have to pay for the materials, quality control, scientist, marketing, distribution, etc. A lot of that scarcity is used to get ppl their other products. The stuff they're really spending their budget on. Some of their tactics are fishy, but there's a lot stuff that goes w/ it from a business standpoint. It's not that easy.To be honest there arent a lot of shoes thats higher quality than nike in the same price range. Especially the newer athletic models.