A. You're right; it is available to everyone via the internet. But if I can go in and see this stuff in person, it's competing (in my mind at least) against other brands I can see in person (J. Crew, BR, etc.). Being available only on the internet, now it's competing against the whole universe of internet goods, and all SFers know you can find much better stuff at better prices than this online. As far as the unwashed, non-SF masses, do they really shop online at a store as ubiquitous as the Gap?
B. Fair point, but why make it limited run stuff? The vast majority is pretty basic. For instance, a limited edition grey sweatshirt by Todd Snyder. I would think they could displace some of their regular stuff for this collection.
C. But everyone in the big cities who can only afford this stuff still has access to better stuff than this at these price points.
Anyway, it is all moot because I haven't stepped foot in a Gap for years and probably wouldn't break that streak for this collection. Just thought the limited release was a curious move.