Let me rephrase, they now use Context Optional to make and maintain the Facebook (and twitter) app they use to post/schedule their social media. They do not even bother using a custom application to hide it on Twitter. When you go to one of Universal's tweets and click the method it was sent ("Social Marketing Suite") it will take you to a log in page for Context Optional.
Coffee table books is a great idea and all but I'm not sure if it'd have the same wide appeal every single other piece of HHN merch has. I don't know how many people that go to HHN would want to buy a coffee table book. DVDs on the other hand I could see being a great hit and selling as well as the hoodies and such.