Ash, just remind them that doing steelbook runs like 007 / James Bond was a failure of the title on blu-ray, not a failure of steelbook.
Not sure of the numbers of Scarface (how much amazon sold), but the print run for that one was absolutely huge.
Given how amazon.com runs separately from the others, the best thing would have them compare numbers with amazon.de - the German Amazon has really figured out the right way to market / sell / and now ship steelies.
I would imagine their return on that must be pretty good - but you're still fighting a studio battle - most studios in the USA still figure that steelbook is not really a viable alternative for premium packaging.