This means though it is great for their margin. There is no distributor cut and usually no discounting. Thus they have likely identified that they make the mo

This means though it is great for their margin. There is no distributor cut and usually no discounting. Thus they have likely identified that they make the most profit from their own stores rather than from other distributors (WalMart, ToysRUs) and thus they should increase flow in their own stores. Also less competing products, distractions. I think Lego stores are not for the price sensitive Lego buyer but for those buying for someone else. These are less informed buyers.