When the Rebbe's Chiddushim U’Biurim B’Shas were first published, the bochurim were excited. The volume, which contained weighty Nigleh sichos reworked in the style of popular Torah seforim, would introduce the Rebbe’s Torah to the broader frum world.
A group of bochurim contrived an idea and submitted it to the Rebbe. They would distribute the new sefer free of charge - on behalf of the "Library of Tomchei Temimim 770" - to all yeshivos in America. As well, they would mail it to rabbonim and roshei yeshiva, along with a letter requesting payment according to their means.
"This is not the right approach at all," the Rebbe responded. "Only authors who are in need of income and cannot promote it in a respectful manner do that..."
"The trodden path," the Rebbe wrote, is for "the bochurim to immerse themselves (kochen) in learning - including these seforim - and then meet the [roshei yeshiva and rabbanim], speak with them properly in learning, and mention the sefer. This should be obvious."
(Likkut Ma’anos Kodesh 5742 p. 22)
