> "PJ: That is the one thing that actually makes it look slightly scammy... like Nike's not like we just sold a pair of sneakers."

I do have to disagree on this. This is them trying to increase the "social proof", proof that you are making a solid choice in buying this item. Nike doesnt need to do this because everybody knows nike, and feels that they are good shoes worth their money.

Showing proof of other purchases increases that proof, and you are more inclined to buy it. Of course this all assumes legit "soAndSo bought it too" messages