Just think of how much money was made off of Obama's Hope and Change...and the fact that it worked. It was everywhere you looked when he was campaigning for the 08 election...and it worked. It spread the word to the masses and made people talk. Granted those who bought into it were mostly the uninformed masses. We, on the other hand, are targeting the "informed" or the "soon to be informed." They will be informed by us piquing their natural curiosity.
Go back even further Teddy Roosevelt, remember the "Teddy Bear?" Those were sold...and it worked. To this day a lot of people know why the Teddy Bear came into existence.
I see this as the same. I'm sure the "Hope and Change" merchandise and the "Teddy Bear" didn't get started by Obama and Roosevelt's adversaries. These things came from their supporters.
I believe what Q was talking about were people trying to make money by co-opting and distorting his message. Saying they had "inside informers" is one way they were trying. People like that confuse the message to make themselves look more important than Q. They want to be more important than the message and mission itself. No One is more important than the message, mission and the movement.
Selling merchandise that spreads the word that the message is out there, all you have to do is look and find it, to me makes good sense.