Iron Maiden has never made me buy crap. They have never put a gun to my head and said "YOU MUST BUY THIS TO BE AN IRON MAIDEN FAN". Hell, half the time they don't wear their own merch. They wear some, sure, but whatever. Everyone does that.
All the other crap? It's there because people will buy it. If you don't like it, don't buy it. People buy it because they like it...that's all. Because they want unique ways to fly the Iron Maiden flag. Because they want to show off that they love football and Iron Maiden. So Iron Maiden recognizes that. It's not selling out. It's just putting it there.
In fact, the one piece of merchandise Iron Maiden have actually pushed over the last 10 years, actually got up there and talked about and done interviews about and the like, is the fucking beer. The one thing nobody is complaining about. Here's what I think: anyone who calls Iron Maiden sellouts for passively offering stuff they think you might like is a moron. They offer a lot of stuff, yeah, but they don't scream it into your face, they don't push it. It's just there. Why do we hate bands for offering merchandise anyway? So they want to make money. Who doesn't? If you don't like it, don't buy it.