Why should ETI allow others to sell their product on Amazon? It's better both for them and customers, unless you believe it's somehow inflating price (which doe

Why should ETI allow others to sell their product on Amazon? It's better both for them and customers, unless you believe it's somehow inflating price (which doesn't seem to be the case?). I don't see how this is any different from direct-to-consumer brands that own the exclusive sales channel to their customers (regardless of whether the sale takes place in a marketplace).