That actually looks like it costs a bit. I wonder if they get a good return on the investment. Would more people decide to buy into the RPi ecosystem because they walked into the store as opposed to reading about it all over the internet or talking to friends? It's a running cost so it has to bring a steady flow of income to pay for itself. Hard to do in a relatively niche market with a good product that depreciates very slowly.

But who knows, they probably did the math better than me, random internet commenter #9643.