You're not overthinking if DC was going to embrace social networking properly. Whether it's the right thing to do is another question. Maybe it depends on how inclusive DC wants/needs to be - if it brought in more revenue/donations then it's worth thinking about... maybe.
I like Ecwid (only discovered it myself last week). Very simple to use, but it wouldn't be enough on its own - Cafepress would still be needed to create the items - I think.