I haven't bothered busting out the measuring tools, but I am convinced it is because of the size of the font and the amount of exposed plastic on the width of the heel tabs. If the tabs were a bit wider, there would have been room to shift the Nike and swoosh over to the right slightly. Or if they slightly shrank the size of the Nike, the swoosh and the Air, they could have aligned it all properly within the available space. The fact is, it's not just that they placed it all incorrectly on the tabs. Put it this way: Say you could remove the Nike, the swoosh and the Air and reposition them however you want: It wouldn't matter. There's literally no way that you could align those pieces and letters, at the size they are made in, in a way that wouldn't look wrong. There's no extra space to move the Nike and the swoosh, and while you could reposition the AIR, it would then not be equal distance from the left and right sides of the tab, which would also look wrong.