Kind of like their coffee?
The real reason Nike doesn't have to make good boots is because they don't have to. Just make something soft and squishy right out of the box and they'll work great for all the snowboard posers who only ride them 2-3 times a year. Nike does a good job attracting brand whores, especially when you throw $400 pricetags on them, then offer an even shittier boot at $200 which is the one everyone actually buys, because it too has a swoosh.
Are you saying snowboarding is really just about marketing?