Having offered the opportunity for fans to ask questions, it was inevitable that a decent number of fans would ask about merchandise. You can see how divisive an issue it is even on these forums: to boycott or not to boycott, which makes you more of a fan? King therefore has to provide some sort of an answer. That he can't say anything of substance shouldn't really be a surprise - until the relationship between the various parties involved is resolved once and for all, clarity won't be forthcoming. Aside from possible legal implications, who'd suggest that sharing your strategy with the world is a brilliant business idea?
I don't yet know whether King and the rest of the board (of TRFC) deserve my trust, but I'm pretty confident that Ashley doesn't. For the moment, that means I'm giving King the benefit of the doubt.