Products that use Harvard's name for sale in the United States are generally not pricey goods, but T-shirts, caps, pennants, stationery, glassware, and a profusion of trinkets. Harvard was late coming onto the field, and all sorts of stuff using the University's name was already on offer. The commercialization of Harvard's name by Harvard has protective purposes, but it also, of course, makes money. We could do affinity credit cards. We could put our name on food.
Many universities do.
You can be buried in a casket with alma mater's name on it. But Calixto, who did his undergraduate and graduate work in religion and philosophy and brings an almost missionary fervor to his work, is not chasing maximum profits.