I'm not 100% sure, but in this context I think he means direct to consumer sales. Woodman might be trying to pitch it as a way to keep customers happy, but I h

I'm not 100% sure, but in this context I think he means direct to consumer sales. Woodman might be trying to pitch it as a way to keep customers happy, but I have a hard time believing that anyone had an issue buying a GoPro at BestBuy or REI. It's pretty clear that this is just a way for GoPro to make bigger profits by taking profits from the full retail price, rather than only taking profits from the wholesale price. He might also be alluding to their subscription services, which make money for GoPro after a cameara sale, but that wasn't mentioned in the article. And honestly, they are doomed if they rely on their subscription services at all, because they suck. Anyone that wants to edit and share their videos is better served by other tools, and I don't think they make much money from subscriptions.