Jimmy Choo avl at H&M - where is the brand value gone?

Why is Jimmy Choo lowering their brand value? Now every chav can sport a pair of Choo's. What's the point of that? At H&M the quality will be lower so whats the point of just putting a name on a pair of shoes? And the experience of buying that pair of Choo's is certainly not the same if you queue up with 100s of crazy woman who have no style in the cold. Brands like Jimmy Choo stand for something, for quality, style, image etc. They supposed to make you feel special when you buy a pair because they are not a mass produce. But being available at H&M (like Cavalli or Lagerfeld) won't add anything positive to their image...I might as well buy a Gucci bag with an ubersized logo, a Burberry coat with my H&M Choos and wonder off the dodgy site of town and mingle with the fake brands made in China...