Mr McClean's actions have probably raised the profile of the 'poppy on the shirt' more than any other year I can remember. In the same way the 'kick racism out' campaign got more airtime because players didn't wear the shirt.
I would argue his actions have probably helped raise more awareness and funds than a fleeting glance of his shirt on MOTD and the few hundred quid it would have fetched on EBay.
Making people do things against their conscious, just because you employ them, is a very slippery slope chaps.