They are wrong in their initial assumption as well. CAH has done several high profile stunts like this that essentially always benefit the past and future consumers of their products.
One shouldn't forget the phrases on the cards were released under a CC license. People buy the cards because it's convenient, but one could instead print their own. And sell them, but they surely wouldn't get away with using the trademarks, which I'm realizing is actually pretty genius for CAH's public image.
