This is a clever page--I especially like the confession pages with the censored material.
There are also patches and buttons for sale at:
Somehow I doubt that these are amateurs rushing to take advantage of the hype. ABC would have trademarked the logo. The toast with the numbers was probably an inside job, too, but I'm not sure about that one.
This is called viral marketing--building buzz about something without leaving your mark. A little like the dry cleaning bags that the Desperate Housewives people plastered all over the country (except it was obvious where those came from).
This seller could have been registered by a PR specialist. Is there a way to find out what other products the seller has purveyed on Ebay?