I think a big part of this is that the lighting distributors have such a stranglehold on the marketplace that they can dictate very favorable terms with manufacturers. Think about it. Last time you bought a light fixture, did you look at pictures on the Web? I think chances are you went to a lighting fixture brick and mortar store and looked at something in person. If you are a new tiny manufacturer and you're trying to get such places to carry your line, and they ask you "YOU AREN'T GOING TO SET UP A WEB SITE TO COMPETE WITH US ARE YOU?!!" you gulp and promise meekly not to.
When she gets to doing $4-5M/year volume and is wealthy (fat chance) maybe she'll tell them to to P up a rope and start selling on her Web site. Until then, she's got to play the game the way they play it.
GWE