They will do what they did with Cook last year, when he finishes 8th, they will release a PR that says that "a player" using their shafts finished 8th.
Just cheer for Perry and Lehman and we will see.
As for the retailers, I was at the UN for the space shot party. The interest shown there by Golf Digest and other publications leads me to believe that people are interested. Plus I have a set of the old irons and I know just how goodthey are.