I did give it a watch yeah, really inconclusive and contradicted its own discoveries!
The woman runs, takes her shoes off and runs, watches that there is less impact then says "try loads of shoes on and run in whatever is comfy"!!! 
I think they were approaching it in a good way but not all the way, it was approached from an "advertising claim vs there own scientific tests" which is good but then it should have gone into more depth with there own independent testing.
For example - I ran 100 miles in "science shoes" and ended up with shin splints,I then re trained my body to run in a minimal way and I don't get them anymore even after 370 miles.
The shoe vs barefoot part was really interesting as they kind of glazed over alot of other points, I dont think they put enough emphasis on the fact that changing your FORM is maybe more important than changing your SHOES.
My personal opinion is that the science shoe is alot harder to learn to change your form with as it encourages the wearer to be lazy and let the shoe do the hard work.
I came away from the programme, feeling like I hadnt really learnt much!
I think your right with the power of the mind, I just think that unfortunately the advertising and loose evidence behind it all means that what is in peoples minds can potentially be fatal or at the very least harmful.
I think the whole thing needs to be more transparent for the good of the runner, unfortunly there is just too much money to be made in it all for the conclution to be....drinks some water, eat bread and jam, oh and loose the shoes! 
