In fairness, the cruise visitors to Juneau do spend a fair bit of money there.
Guess who owns the vast majority of shops there!......
Yup! Holland-America!
(Friends tried to open a jewellery shop in Skagway, AK and didn't want to pay the kick-backs Holland-America demanded.... so Holland-America just warns people on the ships not to shop there .. "We heard someone got ripped off.. " etc. Out of business in less than one season!)
Holland-America are not officially printing brochures or anything like that.. they're a just using word of mouth.
If it ever went to court, I am certain they could just say "yeah, we heard it was true..."