I go to my chiropractor to relieve PF. He's been trained in a technique called "Active Relief". Works every time. It's not brought on by just lousy footwear- anyone can get it.

I found this out when I mentioned to my Chiro that I was about to spring for a $600 pair of orthotic inserts that were not covered by my insurance.

But yeah, you still need decent shoes. And there seems to be a growing move towards firmer support rather than the cushioned, marshmallowy shoes people have been buying.