I agree completely. The very first thing I thought when I landed on the site is, "I'll bet NOMIDDLEMAN is the middleman." There is, however, a way to do this

I agree completely. The very first thing I thought when I landed on the site is, "I'll bet NOMIDDLEMAN is the middleman." There is, however, a way to do this that doesn't immediately sound contradictory. You use the marketing term "factory direct." Lots of successful businesses use this model. One other thing that might be hurting the site is that the value proposition -- "If you can wait a little longer than normal to receive your furniture, we can save you a lot of money" -- only gets fully explained by clicking on the tiny "How We Do It" link at the bottom of the page. I would make the text "IF YOU CAN WAIT 8 WEEKS, WE WILL SAVE YOU UP TO 50%" a hyperlink to that page.