From what i see is that they are tryin to protect puloton.
You're thinking that soon the online biz would collapse? I am not so sure about that one, because from what i see, these online seller does not pay shop rent, or advertising payment or staff salary because usually they are a one or two man show, selling from their house, made to order, some pre stock, and they don't have too many overhead cost.
Which allows them to sustain better and giving a lower price compare to the traditional shop which have to pay this and that.
This was the thing that i account for them to last longer than the normal ones.. i may be wrong though..maybe just like you said, it wouldn't go anywhere.. especially with conning cases.