The thing with the big brands is the easy to recognize logo - you can't miss the swoosh, 3 stripes, star, the N, vans stripe. There are no models on their lineup where the logo would be same color as rest of shoe. Usually the insignia is in contrast and pops out.
Emericas have the small gold triangles which help to recognize the shoe, but otherwise they are in same color.
I believe sole tech can come up with a good way to make shoe easy to recognize, and I believe it would help to build market.
Emerica are making good shoes. I imagine Jaws fans would go straight to Emerica shelf if it would be easier to see what he's wearing from videos.