Considering their clientele is passionate enough to send in video and photos of them doing ridiculous poses with their squishable toys (and adults, no less) shows that they do have a fanbase. The only other places that I know of that has such outwardly passionate users is Threadless, who last I heard they were making around US$40 Million a year selling t-shirts that they didn't even design themselves; and ThinkGeek, which makes about 80 Million selling geegaws and doodads for geeks.