I always looked at his views motivated by thoughts like: "Do we really need a world with a billion Calvin and Hobbes lunch boxes/t shirts/underwear/peanut butter? Do we?".
Waterson's principles are indeed admirable. That said, if he had merchandised them a little, maybe Calvin wouldn't have had to spend the last 13 years pissing on car logos.
I'm glad no one ever made a stuffed Hobbes doll, though. That would have just felt weird.
Bloom County is my favorite comic strip ever, and it is so very very sad to see Berkley's resurrections get worse and worse. Right now he's down to uninspired baseball to the crotch hits.
I would appreciate his stance if he were anyone OTHER than Bill Waterson. As it is, I sincerely feel that this planet would be a better place to live in with Calvin & Hobbes merchandise everywhere.