There are many reasons. One is, did you receive an accurate diagnosis? Injured runners have been known to scour the Internet and talk to everyone they know in their search for a treatment for their injury. They hear one person’s story about how they tried everything on their plantar fasciitis or Achilles tendinitis, but nothing worked until they discovered that one treatment, and their troubles were over. So our runner embraces the treatment or exercise, and crosses their fingers, and it doesn’t work.