Here is my interpretation: Because they own the name "UL Lafayette" they are determined to only push "UL Lafayette".
Because they don't own the commonly used nickname "Louisiana" they are willing to let hundreds of thousands of dollars (if not more) float away annually.
ps I saw documentation from 20 years ago that showed almost a million in apparel sales at turn of the century prices coming off the Baldwin era.
pss "Lady Cajuns" apparel was a nice chunk of that coin.