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.