Everyone's desperately fighting for market share. Think about the opportunity for them. Take Callaway just as an example. They can make a killing. There's something to be said for buying directly from the manufacturer.
Some consumers prefer that.
If they have a problem they know they can deal directly with the manufacturer rather than go through a middle man. But I will tell you this. They can't fail. If they do, they'll have to go back to the retailers and ask them to support them again. That won't be a pleasant task, and that's why they're terrified.