Yeah, we've seen a few companies attempt that. RPM is one, though, that didn't quite work out very well - at least for cycling power with a sport focus.
Most of the work in the insole space is coming from a medical standpoint, then companies attempt to adopt it to running with a focus on running efficiency type metrics. Thus far, nobody has been able to make the business side of that work - mostly because almost every company that's tried has mistargetted their market. They've aimed for Couch to 5K runners, but with a $200-$300 price point.
Eventually somebody will get it right...but my bet is that won't happen to someone else 'in the know' already acquires such a startup and re-brands it accordingly.
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My tiny little slice of the internets:
dcrainmaker.com