You are not talking about featuring. You are talking about favoriting. And the problem comes in when you favorite the shop, not the item. Just click the heart in the corner of the item and only that item will show up in the feed.
Personally, and I know we had this convo yesterday, I don't really pay that much attention to what people in my circle are favoriting. Occasionally I will run across something that someone favorited that I absolutely love, but it's rare. Besides that, my circle is 850+, and I only get 5 or 6 views daily on average from the activity feed, so I really don't think you are "showcasing" as much as you think you are, or promoting for that matter (promoting is what you do in treasuries, in teams, on facebook, on twitter, on your blog, etc). You'd be better off, and more helpful, to put items you like or want to "showcase" in a treasury. Just my opinion.