Interestingly, that article doesn't even discuss whether there was any evaluation of people buying the right shoe for their foot and stride.

I've worn prescription orthotics since 1976. I was in terrific pain until I had them. I was also wearing the 70's version of tennis shoes: minimal sole, no padding, little arch support. I also have a incredibly high arch and instep, and I'm in pain skiing, running, whatever, without very rigid orthotics that support my arch and help control skeletal alignment.

And hubby tore the plantar fascia in both feet pre-orthotic days. He also had to run on concrete, and being a big boy, his joints started to scream as his shoes broke down.

I think you can find opinions on both sides of the aisle, and that article needs to be just part of the conversation, not the gospel.