They're specifically doing this in regards to people's feet and gait. Yes, the vast majority of people who work at these stores are simply passionate about running and honestly wanting to help. But I keep hearing people say they got "prescribed" a certain type of shoe by these places after being "diagnosed" as an over-pronator, supinator, heel-striker, forefoot-striker ... whatever. The conclusion you reach after having your gait analized at these places is inevitably "My gait is X and therefore I always need to use Y shoe." And there's an unspoken lament in this. People shamefully admit they over-pronate or have some other trait that too often isn't a problem at all. I hear that most often when they ask me about running unshod and one of the first replies is "I could never do that because ..." and then they list some BS biomechanical issue they were once told as part of a sales pitch to get them to buy expensive shoes. Not once have I ever heard someone say "I have perfect feet." Everybody seems convinced their feet are horribly mangled and damaged from birth. I'm sure a lot of that thinking stars independent of a visit to a running store but those places certainly don't help. In a push to get people to buy shoes they shame them about their broken feet and everyone comes away from it initially thankful for the advice and saving them from the mistake of not running in those expensive shoes. It's such an abusive relationship. I don't feel any reservations about calling what they do as I see it: body shaming.