I should have known because the management team explained it to me quite a while ago, but I had forgotten that once they started heading for major retail distribution, they would need to ensure that the prices on their web site were substantially higher than the price tags that the retailers will be assigning to each respective SKU.

That gives them the advantage they need to make it worth their while to attempt wide spread brick and mortar marketing & distribution. They can't be undersold by the supplier on the supplier's own web site. If they see that they'll drop a distribution deal ASAP.

Not sure if those are final adjustments, but they were indeed adjustments and NOT a hack job as I first suspected.