Wow, someone posted that here? Wild. So that's me/my project - if any startups want to talk about licensing schwag (I would love to include some YC companies), let me know (roddy at startupschwag dot com). If anyone wants to discuss the model I'd be happy to - it seems simple enough, but I'm always open to devil's advocate perspectives / refinements / flames.
Great idea. You're making money off of temporary hype, but the pricing structure has to reflect the variable costs. At some point, you can't make one t-shirt with Twitter on it and make any money, right?
Of course. There's a per-screen (per color) setup charge of $x, so it wouldn't work to have a very small number of subscribers. Fortunately variable costs decrease on a per-unit basis (at volume thresholds) and the relative impact of the fixed costs decreases with each additional unit.