I have long since given up hope that the BBC will ever report a study in any useful way. Unfortunately the study's not online yet, so I can't tell whether it's badly biased (like many sports science papers), or even what exactly they were measuring. Even if it is, as it appears, a measurement of the forces transmitted through the insole (pretty objective), who knows whether they compare cheaper cushioned shoes with expensive motion-control ones (after all, motion control generally costs more as there's more rubber involved).
People think that because a scientist says something (or is reported as saying something) that it's completely reliable. Nope!
Oh, and finally, the point Stump makes is spot-on. You just know that the dafter amongst us will be out buying £5 abominations from the market because 'scientists say they're just as good'.
Irresponsible soundbite journalism. Again.