Not sure Tite Kubo is married but Orihime was mentioned as the love interest for Ichigo ever since the conception of Bleach. Something of a statement saying while Rukia is the main female, Orihime is the love interest/heroine (or something like that).
Besides collectible figurines and plush, Hinata hardly ever sold as merchandise (and I mean stuff like posters, t-shirts, keychains, etc). Besides the main cast, you will see Shikamaru, Rock Lee, Gaara, the Sannin, Iruka, Minato, "mascots" like Pakkun and the toads and Akatsuki members (primarily Itachi, Deidara, and Sasori). Another reason why I'm questioning to this day how fans claimed Hinata's a popular character when in reality, she really wasn't in the public eye to legit those claims.
Yeah, Mr. Kubo showed it in the pilot to Bleach that there was something between Ichigo and Orihime and it seems in the finished product, Mr. Kubo carried it over to the mix with her as Ichigo's love interesting while Rukia was the main female/heroine character in the franchise.
I know what you mean about the merch department, Derock, it makes no sense to me for sure/ =/