'But, "it's no problem, just give live shows" is a stupid answer. At best, it's a non general enough one.'

Hear, hear. This is a problem I've, of late, being trying to sort out, and would love to hear success stories about musicians or musical outfits that have a viable business without having to tour.

OTOH, I have no problem with selling related product; in fact, I found the idea compelling, especially non-traditional delivery means.

But not so much T-shirts and the standard rock memorabilia. "Art" objects, physical things that are interesting in their own right, whether it be some aspect of CD/DVD/USB/SD packaging or something more out there.