One might as well be blunt about it: Princess Diana's death created a rare commercial opportunity that businessmen weren't going to miss.
Marketers instantly figured they could sell just about any tacky thing in the world if it had Diana's picture attached, and they've been doing just that.The boom in Diana goods supports a mini-industry estimated at 100 million pounds ($165 million) or more.
To the tourist on Oxford Street, Diana's image is for sale everywhere. It's on coffee cups, plates and thimbles piled high in gift shops. Bookstores have Diana window displays. She is on posters and T-shirts.
Her signature even made an inglorious appearance on tubs of margarine.
Diana's estate and the Diana, Princess of Wales Memorial Fund are trying to gain control of an image that seems to have spun out of their control.
Their lawyers have gone to court in Los Angeles seeking to stop the Franklin Mint from making Diana dolls, plates and other items said to have racked up at least $9 million in sales.
They also are fighting for a British trademark of Diana's image and say they will go after every unauthorized Diana dealer they can find if they win.
"The idea is to trademark her image so we have a basis to stop blatant commercial exploitation, like somebody slapping her picture on a pair of underpants," said Vanessa Corringham, a fund spokes-woman.
Enforcing a Diana trademark wouldn't be easy. Even though many Britons view the commercialization as heresy of the highest order, demand is strong.
Memorabilia dealer Billy Lynch said he adds a healthy 200 percent markup to Diana goods, but still can't keep them in stock.
"It's not letting up. It's good business," he said at his stall near London's Marble Arch. He quickly added that he gives half his profits to the memorial fund.
Many shops also say some proceeds from Diana sales go to the memorial fund, but few say how much. Some have even stopped the practice and now keep all the profits.
"It's not something you can do forever. Life goes on," said Matt Levy, a spokesman for Books Etc., a subsidiary of the U.S. chain Borders, which previously gave 20 percent of profits on Diana books to charity.