It is different. These people got Steven to sign their books, in a personal way probably, only days before he died. They paid the cover price, and they are making profits as high a 1000%, out of the fact he has died and others can't now get this. Even if they had waited till poor Steven was buried, it would have been less callous.
Duke Video have produced and sold records of his career throughout his life and there is no rush to capitalise on his death.A tribute video later would be a respectful recognition of people's wish to remember him.