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Kurt,
There is nothing wrong with your logic. It's just that SSI is used to dealing with a traditional distribution network, and not having to advertise or deal with the public directly! Distributors advertise in all of the print media, and feature SSI in their ads and in their catalogs ... so SSI gets exposure to a customer base with overlapping coverage in Excellence, Panorama, etc.
For SSI, to make a fundamental change, they would have to start advertising to makeup for the loss of exposure to that customer base, and, of course, the occasional peruser of ads from the distributors!
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Warren Hall
1973 911S Targa
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