Odyssey is one of the rare companies, but there stuff isn't as cheap as Emotiva.
Have you heard the Sanders? They beam like crazy, are low in sensitivity, have to be bi-amped and are large and ugly speakers, thanks but no thanks. The press is full of crazy reviews, like $30k single driver systems with no real bass, or treble.
As per everything being factory direct try purchasing a Porsche direct, the factory direct model is only good for cheap products and cheap buyers, people who want quality will save their pennies and buy good gear. Most people want to compare their prospective purchase to the well established players if Emotiva was really competitive they would offer their line to dealers and raise prices by about 20% their gear would still be cheap, but at least you could really do a fair comparison.
Emotiva is good cheap gear, not good gear cheap, if you look at their pricing even factory direct they can't be using particularly great parts, on most of their models.