Selling directly to the public is probably the best way to go, but there’s a lot to be said for having an outside sales force.
The problem arises when the seller offers direct sales at a lower price than the outside sales venue. This is not only unfair to the seller but can seriously damage your reputation.
Many people assume that dealing directly with the maker will result in a lower price.
I used to sell expensive wood chessboards by the dozens to a company that manufactured fine chess sets. I also sold them directly through my web site. I always made sure that my prices were the same as those offered by the other guy.
When people contacted me and asked for a lower price, my answer was always the same. Buy as many as retailer and you can get the same price they get. But for "one off" sales, the price is the same.