Smart idea! I suppose that most of their sales are film cameras, or at least film related, so why not give people the option to buy some film to load into their purchases? When you think about it, it makes perfect sense. It's one of those head slapping things where you go "now why didn't I think of that?"
If it were me, I'd give people an opportunity to order any film they wanted, as long as it was Tri-X.
More of their sales come from lenses as opposed to film cameras.