It seems like they'd be in a whole lot more stores, and in front of a whole lot more eyes, if they just worked with dealerships. It is a lot like how many phones and other devices have attempted to get sold online without a lot of success compared to something that is actually placed in Verizon and other carriers' stores and sold to millions. Will they "lose" a ton of money if they let these middlemen play? Sure, but they will sell a lot more too.