The way I understand it, the manufacturer wants to avoid bargain basement dealers who sell the gear at rock bottom prices but with little or no customer service, no aftercare, no expert staff who can give customers advice to get the right product for them.
If everybody buys their synths from cheap-and-nasty.com because they’re slightly cheaper than the bricks and mortar stores, then the established bricks and mortar stores go out of business. That means no showrooms where customers can demo the gear and no experienced advisors to help customers. That can mean unhappy customers who end up with the wrong gear and a bad experience of the brand.
I think that’s the theory anyway.