The club must be making a fortune on the shirts - as pointed out earlier here the quality has gone down but the price remains the same...
It's the sort of thing that makes us supporters rightly feel like we're being taken advantage of - but surely the club could make more money, sell more tickets, and sell more shirts, if they looked after us.
In other words, if the club invest a bit more money with Umbro or some such company, they'll sell more shirts which will make up for the extra cash they have to fork out on manufacture = everybody happy.
Alas, such simple logic is overlooked.