Cross-selling t-shirts on CNN.com?

I just noticed a little t-shirt shaped symbol link next to some of the cnn.com headlines. Clicking on it reveals that you can now buy t-shirts with a CNN headline printed on them for 15 dollars. The new product is only in beta, but for some reason I can't imagine it represents the answer to the question of how news websites like NYTimes.com and cnn.com can increase their revenue. But - I guess we'll see...