New research shows creating a physical version of a digital product can undermine the qualities that made the original desirable. Imagine Nike releases a virtual sneaker. It’s scarce. It changes colour. Let’s say it glows when you run in VR, leaves animated footprints behind you, or does other stuff no physical shoe possibly could. People want it partly because of what it can ONLY be and do in a digital world. Then let’s say Nike decides to capitalize on its popularity. And they make the shoe...