Any thoughts on on the Riot Merch Store?

Ever since I've started playing League of Legends, I've always wondered why Riot has never merchandised the game, because with such an immense player/fan base, it would be such a great opportunity for profit. Now, the Riot Merch Store(Beta) is here, and I find myself visiting the site pretty frequently just to see what's there. With items such as vinyl figurines, hoodies, T-shirts, plushies, posters, and etc.(yet no coffee mugs, sadly), I feel that the store actually offers a lot, and despite it only being in Beta, there's really not much that I think it needs. If you happen to stumble upon this little discussion I've started, then I'd like to hear what you think about the Merch store, and what things you'd like to see or already like in the store.