According to what I read in the BBE promo email I received, these can be ordered directly, but they can also be ordered through a dealer. If this is setup like I've seen other companies set up pricing, the manufacturer will sell at what the dealer normally sells for and will not go below that. The dealer can, should they so choose, shave some off that price. Fender operates like that, I believe. Smaller companies like Seymour Duncan and DiMarzio do as well, I think. Of course, this is all a WAG on my part, but I hope it's something like that.