I am curiosly watching this product since 6 weeks too. I have always felt that when anybody tries to control the market (ie tell the consumers where to buy) then they will limit there potential, frustrate buyers etc....but it also means that they need to manage all those agreements instead of taking care of clients and developping new products.
If we like it or not this world is global, some fight against it others work with it.
The Fozgometer is maybe a good example of the remaining few people fighting against it.