Well, I happen to cross paths with multiple “non serious” runners each time I go to Fleet Feet or a similar store. No, I don’t interview them, but I overhear things like, “I’m not a runner, but I still want good support.” Or “I run once or twice a week.”
None of them are buying Nike because the stores I go to for shoes don’t sell them. But, none of them seem to be marathon runners either.
There are loads of reasons to buy athletic shoes that are less supportive.
I am not a runner and I want my shoes to perform like cross trainers. I want the sole to flex a lot and I want the upper to be lightweight. At the gym (not on the streets and trails) most folks seem to be looking for similar qualities. Nike, Reebok, UA, and NB make shoes that fit these characteristics and look good. Of course leg day calls for a different shoe altogether.