And tyres aren’t cheap, which was the whole point. The Michelin Stars program was to show you what was worth wearing out your tyres more for as opposed to local stuff.

I would always advocate for finding local businesses to support, but that wouldn’t help a tyre company sell more tyres, now would it?

As for why other tyre companies didn’t do it, they didn’t need to. You don’t need to buy Michelin tyres to visit restaurants awarded Michelin Stars. The restaurant doesn’t check. They don’t even care. It’s not about the tyre brand for them. Certainly people with other tyre brands will go to places with Michelin Stars… but if you can’t afford Michelin tyres, you probably can’t afford to eat at places with Michelin Stars, either.