Some more good points, Rascal.
I have had dealings in the past with a good wholesaler, who also sells direct to hobbyists through another division of the company - at a different price scale than they sell to B&Ms. I am not up to date with their recent policies, but at the time I did not have a problem with this *because* they would not sell direct to anyone who lived within a reasonable radius of a B&M that bought from them.
Meaning: If Joe Hobbyist 10 miles away from here, wanted to order from "Wholesaler X", DBA as "Direct to Hobbyist", they would advise the buyer that they would be unable to sell directly but they would be pleased to have my store order the item for them, for local pickup.
I think this is and was an excellent way to capitalize on the best of both worlds - open up a new market for Wholesaler X, but still keep the B&Ms that supported the wholesaler every week, happy. Wholesaler X could sell to Jane Reefkeeper in the middle of nowhere, but not cut me out of the deal with my own customers.
I don't know if that entity still operates this way or not - but at the time I thought it was a most reasonable compromise.
I concur that DFS is a big marketing machine, and in the spirit of trying to be politically correct, I do think that some of the claims made are somewhat lofty.
I have to ask myself - are consumers *really* as gullible as all that to believe it all? We here in this forum and in this industry can look at all that fluffy advertising and make our own conclusions - and I'd like to think that many consumers are clever enough to see the same. Like I posted earlier - I showed the latest spin on DFS website, to my friend/customer who is new to the hobby. She'd never heard of DFS (woohoo!) and when she read the link, she
saw it for the stuff and nonsense that she believes it is (without my influence - I simply asked her to read it and tell me what she thought, without prejudice). I can't help but think that she's more typical of most consumers.
Jenn