How many pairs of shoes were manufactured for this first round? It seems to me that they aren't in enough stores to become a widespread phenom. take crocks and uggs. they were/are in every city, in too many stores to count. at this rate, its going to take them years to attain that level of a customer base. By then, will the fad be faded? All fads fade in time...usually within 2 to 3 years. Or maybe, this won't be a fad...either never reaching that level, or maybe becoming a mainstay in stores.
i'm not sure how many exactly were manufactured but, it's probably in the neighborhood of the number they expected to in each door mentioned in their 10q.
as far as the fad goes...they are not trying to be a fad. they are trying to change the way footwear is made. they are trying to have it make sense to be able to change shoes like you change your shirt, all with the same fit and feel. the idea of being able to buy any pair anywhere cause you already know how it will fit once you have that first bone...you can't just go any footwear place and order online cause they could run small or big etc....but once you have the bone all the skins in that size will fit and you know how the bone fits cause you already have it. it will be easy to bring multiple pairs of shoes when you travel due to the collapsibility of the skins.
in short, they are looking for customer adoption of the concept and are slowly introducing it to get it right by the time they're in every city and too many stores to count.