That is funny.
I think the marketing firm convinced WBTS any publicity is good publicity if you want to get your name out there.
In the past, the WBTS corporation put a kabash on certain materials third parties were selling with their name and logo. Now it is the opposite. Nobody really cares about jw.org except those currently worshipping it. I think with today's techological tools available, this may explode and flood the miniscule JW market with...oven mitts, mousepads, clothing, bottle openers...so far there are no limits. I wonder how long before a BOE letter comes down putting an end to it and the necklace will be a collector's item.