Is free agency helping or hurting the NBA's merchandise revenue?

Here's something interesting I thought of while at the gym today. I was playing basketball and I noticed on the court next to mine that there was a guy with a Miami Heat #4 jersey. I immediately think to myself "Who the heck is #4 on the Heat?" The guy turns around and I see it is a Caron Butler jersey and I think to myself, "Well, I guess he didn't really work out for them!"

So, my question is, with players being so quick to test the free agent waters and team loyalty decreasing, will the NBA's merchandise revenue ever be hurt by this?

If fans immediately go out and buy the jersey of every great new player that is drafted or traded to their team, it makes sense that revunue would go up because one player would generate jersey sales for multiple teams (Shaq: people buy up his jersey on the Magic, gets traded to the Lakers and their fans start buying up his jersey, then he gets traded to the Heat and their fans start buying up his jersey). However, one might think that eventually fans might think, "What's the point of me buying this player's jersey since he may be traded or leave my team within the next few seasons?"