Jim made fun of the idea of selling hats as recently as a few months ago. "If you want a cap, buy a baseball cap and draw stars on it with markers."
This sudden reveal of a merchandise store seems based on an imminent, unavoidable lawsuit, but in my call to Montagraph I asked specifically about the lawsuit against Jim and he repeatedly said he had no intention of suing him, that Jim was funny, that Jim wasn't pressing the pedophile accusations that Morphonios had been pressing, so he had no reason to sue him. When this got brought up in the stream, Jim dismissed it as Montagraph lying and him being an unreliable narrator for his own intentions.
SS in the thread are saying that "there's nothing wrong with a man making money", but there is something wrong with lying. He pitched that store as a way to help him foot legal expenses. Maybe it was a joke, but it didn't sound like a joke, and him calling Montagraph a liar at the same time makes it seem less like a joke to me.