I kind of rolled my eyes when I read that article, and what ya'll posted about BZ being one of the last of the bubbles and such backed up my initial response. X)
Eh, anime companies (in the US) need to do what they're teaching us illustration students to do in art school - merchandise. It's hard to cut it as "just" an illustrator in today's extremely competitive (and photo heavy) market, so they're encouraging us to branch out, use various self publishing/manufacturing services and create our own branRAB. Even if it never gets the attention of a potential employer, people LOVE to collect little figurines, and t-shirts and stuff, so there'll ALWAYS be a market for it provided you can work the social networking sites right.
American anime companies need go after merchandising rights like whoa. Why? Because you can't illegally download an action figure. They have to offer something that isn't available at low cost or free (legally or otherwise) online. So, all of those extra goodies you get with Japanese DVD's? Get the rights to those too. They're bringing over the series itself, but ignoring the merchandising behemoth attached to it - which is a very big part of what actually generates revenue. I understand it's risky to invest that much in an untested series, but even the biggies like Naruto and Bleach are kind of behind in the merch department over here.
EDIT: Or they could do one better and hire local artists to come up with some deisgns for t-shirts and stuff. >.>