And what's so good about the WWF shop?
Uniqueness. That store (apart from the same old crap you see in many of the gift shops) has a few very unique items you can only get in that store, and its well worth the visit just for those alone.
It's something I remember well from my trip to Disneyland in the 90's to when I visited in 2013 - the difference between unique items you couldn't find anywhere else, compared to the same spirit jersey, shirt, keyring and drink bottle you see on main street.
I remember buying shirts in Movie World a while back and they had a 3 for $xx. I found a shirt i liked in one store, and another in another store, and i asked the cashier if they were part of the same deal. They asked which ones I liked, then sent me to the department store which had all 3. Merch shops should offer something different, but relevant. Parks used to sell merch unique to each land (which I guess is what Wild West is, even if its only 1 ride) - now its all the same stuff, in bulk, and just spread out to fill gaps (with some minor changes in each).