I concur regarding the missed opportunity. Not only for the merchandise transactions, but also for the advertising!
Anytime I've ever worn my hat, people ask questions. They want to know what DVC is and how they can find more information. I usually direct people to the DVC general information website. Hey, I should probably ask my Guide to send me a stack of business cards!
In my opinion, they should be giving the merchandise away for the marketing value...but I guess that's for another thread.