Nike is a genius at molding the consumer's minds.
Send out false price point of 315 to "insider" type sites like Counter Kicks, Modern Notoriety, etc.
Somehow get people to JUST NOW start caring about a price point that has been determined since like January.
Get a week of coverage on major outlets like Yahoo and SportsCenter.
Announce that the real price is 290. (I expect the first "Hype/Miami Themed" colorway to be "leaked" in the next 7 days, and it will be on the Plus version).
Make people think they're getting a bargain for the regular version that costs 200 after tax for a shoe that costed 140-160 3-4 years ago and actual leather/suede was used instead of Hyperfuse which is cheaper to make.
Masters of free marketing. I haven't seen a Lebron commercial on TV since the 6's except for the Championship Ring one they played right after Game 6 against OKC.