FargoBison:
All Duke has going for it is basketball.
As the new Ralph was being built and I was sitting in a classroom, we were given a list of the NCAA top merchandise sellers. UND was in the top 75 out of EVERY NCAA institution. Might have even been top 50. Anyways, what I remember is that UND was ranked ahead of Duke.
To Duke's credit, they are a smaller private (Jesuit I think) school and rely heavily on non-graduates. But obviously being on ABC/CBS doesn't mean you'll do better in merchandising. You'll be more recognizable, but at the same time more people just seem to hate you for that.