This is pathetic... Firstly, before I type this, I love the shoes, I wear the shoes...
However, this is all about the shoes and the danger here is that they're reducing the sport to times rather than it being an actual sport with a winner. In my personal running, I now much prefer XC and road races with odd distances e.g. 5.4 miles as people care about racing each other, not PBs.
Anyone that is against this stuff should put negative comments on the inevitable social posts from Josh and Nike - it's what they care most about. They know that the average runner couldn't care less about the 5k at Pre. This is crazy though, it's actively damaging the sport rather than just letting it rot away.