Is it appropriate to "sell" the dharma?
An excellent and complex question. Strictly speaking, it is not good for one to "sell" the Dharma or Dharma items. However, since we do live in a conventional world, and since it does cost money to print books and manufacture other items, we need to pay the people from whom we purchase those items.
According to the FPMT:
"We should always avoid the thought that we are selling the Dharma. Therefore, while charges are levied for certain Dharma items that may be sold in the Dharma shop or as part of the education program at the center, it is very important not to arise the thought of making money from the Dharma. To cover the expenses, ... is acceptable, but the motivation should not be one of making money for profit."