Gel-Kayano 18 ad on the back of Canadian Running

I don't get the Iron Will part. I mean when you run in all that "perceived" cushy, comfort, the shoe does all the work for you. Where is the iron will in that?
 
I thought these motion controlled monsters were on the way out, so what is up. Sometimes the iron will comes from learning to run without the technology crutch.
 

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