Mid level distributors (2 step distributors) are needed in that industry. Most shops are small mom and pop operations, they can not buy enough volume, of a single manufacturer, in a single order to make any sense, done properly the 2 step distributor sells them small amounts from 20 different manufactures the sum of which totals a decent order.
The real problem is that the manufacturers pricing structure does not allow the 2 stepper to be competitive to the customer in comparison to the big boys buying direct.
Smart manufacturers understand this, and want to see their product sold competitively all the way down the sales channel. They structure a pricing scheme so that all end retailers are capable of selling their product in a "competitive price range" while providing reasonable margins along the way.
Yeah but it never pans out that way. By the time "joe's gun shop" gets the goods they're usually overpriced, or on a good day, there isn't much room left. This leaves lots of small gun shops in a pickle, because they have to mark things up at different rates or use different strategies to sell shit.
The only time there is ever anything resembling a level playing field is if the manuf uses MAP or MSP policies, and these two things often end up limiting peoples freedom in the marketplace.
Not to mention all the ****y ****, hula hoop chicken neck jive turkey type games those mid level shitbirds play with ammunition prices/supply. Don't get me started.
I still stand by my assertion that most of these mid levels are oxygen thieves, though. They don't functionally do much except make the product more expensive and allocate it in bizzare ways. Oooh they have a warehouse that they deliver stuff in from trucks.... yay... bfd. Unlike a lot of other industries these people add ZERO value to the product.
-Mike