If the shoe fits, wear it. But making sure your shoe fits just got a bit more technical. Custom insoles have long been ordered and worn by elite athletes hoping to cure an injury, or avoid one. eSoles now plans to bring that customization the masses with an impressive piece of in-store ingenuity. In just seconds, the eSole self-service kiosk will print out a detailed analysis of your foot, allowing the retailer to offer two choices of custom orthotic. A Lego-style modular insole is put together in the store for $69.99, or a more traditional custom one is manufactured by eSoles to your exact foot pattern and sent to you for the bargain price of $249.