Nike's "Trash Talk"

A couple weeks ago, Steve Nash (of the Phoenix Suns) and Nike debuted their new basketball sneaker called the Nike "Trash Talk". It is Nike's first basketball kicks made entirely from - you guessed it - trash! You can read a little bit more about how it is made in Nike's Press Release. Nash apparently has a great passion for the environment and he has chosen to use his fame and fortune to make a difference.

This is a great idea for a great cause, but I'm confused by a couple issues: 1) The shoes apparently sell for $100 - wouldn't you want to sell these for as cheap as possible in order to maximize sales and, therefore, maximize the environmental impact? I can't imagine the manufacturing and materials costs are very high, so where is all this profit going? And 2) I couldn't find them for sale anywhere on the Internet. It seems like a wasted effort if they are not widely available to the the public at a low cost. Mr. Nash ought to steal a marketing idea from Stephon Marbury.