the reason i believe they jacked up the direct pricing is because they want to focus more on gettin B&M dealer support.
i guess thats the direction they are turning, and from the popularity they are gaining (being in those magazines and all) having majority dealer support would be the best form of action as well as the most profitable.
you see, who cares about the onesies and twosies here and there from random internet sales to individuals, where they can get the B&M dealers to buy thier stuff in "bulk" and the dealers can sell them at whatever the heck they want... so basically its a win for the dealers, and a win for the company. Both make money.
thats my take on it.