Is CMU starting to milk Randy a little too much?

Randy Pausch was my PhD advisor at CMU, so I have ties to both Randy and CMU. And it initially didn’t bother me that CMU was leveraging Randy’s sudden celebrity; I understand that they wanted to celebrate one of their own, and Randy certainly thought the world of CMU and thought of it as a way to give back to the university. But recently I think CMU’s starting to tiptoe perilously close to the line between celebrating Randy and milking Randy.  Seriously, an educational DVD? What’s next, Randy Pausch Foam Brick Walls to practice crashing through?  Randy Pausch t-shirts sporting “Spot the head fake?”  Exactly how crass is the nose-diving economy (and presumably value of their endowment) going to make them?