It all smells like a bit of a rip-off, mate. If this 'new' kit is indeed official and they try and flog it at 55 or 60 quid when it's a tenner template, it may just come back to bite them on the arse. It's old SD stock with a crest printed on; no more, no less.
They must think the fans are daft. Probably expecting another windfall like last time the fans laid siege to the megastore. The difference is, the good will has somewhat dissipated since then.