My mother mentioned this over the phone because she saw the actual catalog. We're not Lutheran, but she works for a Lutheran church. If I knew her coworkers would want a Luther klicky, I would have joined the co-op. Oops.
It's not a church, though they have connections to the Missouri Synod; it's a publishing house that sells to churches, church staff, etc. So it's the churches and church members who are paying too much for Luther klicky. The publishing house must have had someone in Europe to buy a bunch. The LCMS is over 6,000 churches. ELCA churches are also receiving this catalog. That's another 9k+ churches.