[htf]

You're right. For many branded products (especially clothes and shoes), consumers would indeed prefer to buy cheaper replicas good enough to fool their social circle. If they had the freedom to do so, then yes, Nike would lose much of their incentive to invest in advertising their logo. And yes, that would probably be a good thing for parents. And the only advertisements remaining would advertise quality instead of exclusivity. Or maybe Nike would come up with a way for someone to authenticate someone else's shoes. I don't see how they could do that though.