Pure profit? Who said anything about that? To be clear, I don't think he made pure profit nor do I think anyone would expect he would/did. As most anyone knows, that's simply not at all how it works.
I've been in the graphic design industry for over two decades. Thus, I have an intimate understanding of what is required for things like a photo shoot, photo editing, page layout, printing & shipping costs, etc. There are costs associated to each step of the creative & production process. I factored them in to my assumption that, at $32/ea., he likely turned a pretty decent profit in the end. An assumption I maintain.
Let's pretend he did use VistaPrint. Let's also pretend he paid an asinine $30 to print each calendar. If so, that would have cost him $33,000 to print 1,100 calendars. If he sold each calendar for his asking price of $32, his would bring in $35,200. That $2,200 delta would likely not cover the shipping of all 1,100 calendars - which gets to my overarching point: he made more than $2,200. For starters, all printers (even VistaPrint) offer price breaks the higher your print qty. climbs. Once something is on press, printing 100 or 1000 is no real difference. What you pay for is all that goes into "getting something on press." So the $30 per calendar rate would be drop significantly at a qty. of 1,100. Additionally, there is literally no end to the number of print vendors, both big and small, with whom he could have sourced a better rate than, say, VistaPrint. Maybe he has a print contact he has worked with before that offers him a friendly rate. Maybe he works at a print shop and can get an even better deal if he tags his print job onto another client's job (super common). These, and other reasons, lead me to my original claim that this venture was, and likely will be, pretty profitable. Pure profit? Nothing is. But certainly justifies all that goes into the entire project. For sure.
Who knows... Maybe he is in it for 15-seconds of fame. And is in a position to take a loss with each calendar year. I've certainly heard of weirder. 😜