This is intentional. Dealers are already complaining about not getting enough inventory. Hodgdon wants to cash in on the extra margin by selling direct but doesn't want to loose the wholesale support when the "craze" is over so they tell the dealer, "were going to sell it direct, but we won't compete with you on price." This is how it starts.....eventually most it will be sold direct to consumer via their e-commerce platform and they their wholesale business will shrink to just shelf inventory.
Hodgden will make a lot more margin (and hopefully re-invest it) and the local dealers wont care cause they'll continue to stock what they always have. The wholesale ecommerce guys (Powder Valley, Midway, Brownells, Mid South, Creedmoore, etc) are the ones that will get killed if it goes this direction.
I've been a part of a lot of these conversations in my professional career....they're aren't fun and its typically the consumer that looses in the long run. Its not a great scenerio if a "brand" has too much control of their distribution. The exceptions would be brands like Kuiu that only distribute direct to consumer, but its really hard to do it if you have an established wholesale business.