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Then why post this in a way fans think it's a teaser for upcoming merchandise and not make it clear it's a one shot custom job? Just take a look at the replies on twitter, most of them are from people ready to buy one.
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Because... they didn't? I saw that tweet and interpretted it as 'Look at this cool thing we have' and not 'Here's this thing we might be selling'. Anyone who gets their hopes up from that vague tweet has only him/herself to blame for the forthcoming disappointment.