Given just five days notice before its product appeared on the show, Pete Seltzer, CEO of Kashwére, anticipated a challenge.

"A knitted, not woven, concoction of different synthetic microfiber yarns," said Kashwere founder Pete Seltzer, who had it created at a factory in China after four years of trying to replicate the softness of cashmere. Originally, Seltzer used Kashwere to make baby blankets, which had the adults wailing for something in their size.Next came the throws, the robes and the knockoffs, seen everywhere from Costco to supermarkets. "Even J.Lo does a robe," Seltzer said with a sigh.

"A knitted, not woven, concoction of different synthetic microfiber yarns," says Kashwere founder Pete Seltzer. Imagine eating meatloaf while wearing a Kashwere hoodie and sherpa slippers on your plush sofa while watching your favorite TV show.

"It's been a financial boon to small companies and entrepreneurs like myself," said Pete Seltzer, CEO of Kashwére, the small firm responsible for the ultra-soft robes selected by Oprah last year.But "things had gotten out of hand," he said, referring to a number of copycat companies falsely claiming to be one of Oprah's picks."There were shenanigans going on."Additionally, he added, "Oprah's staff was concerned about the overwhelming orders flowing in to small companies."In such cases, the deluge of customers crippled web sites, crowded stores and caused months of back log. (Read: Oprah's Favorite Things: A blessing and a curse.)"I absolutely understand why she's not doing it," Seltzer said, adding that "it's good for us - it leaves us as the reigning champ."So instead, Oprah hopes her audience members will give to others.All 300 of them were also given a Sony (Charts) DVD Handycam to record their charitable activities."You're going to open your hearts, you're going to be really creative, and you're going to spend it all at once on one stranger or spend a dollar on every person," she said.