First and foremost - they know that it wont stop one person from buying -- eventually, even if, arguendo, it would temporarily stop someone, if they watch Steve's message they will get the company DNA so sooner or later they will convert them.

Second, money is not always everything. You know H&N the biggest New York tech shop -- multiple stores high, automated baskets flying everywhere, a product's catalog of 1,500 pages, things you can buy there that you didnt know exist. They always full easily making half a mil in profit a day. You know they close their doors every single Friday for religious purposes, regardless of what their customers think.