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It may be that for the relatively small price spread, some people feel more comfortable having a vendor to go back to is something isn't quite right, versus an individual.
I guess that makes sense. personally I feel like there are enough people on these boards that could answer any problems you had. to be honest I bet if you called alta, where I believe the OP bought them from, they would do what they could to help you.
as my eco professor would say every buyer isnt finding a seller and every seller isnt finding a buyer. so in theory the market equilibrium will go down. meaning you'd have to lower your price because you are limiting your buyer pool