Orchid Zone guarrantees its customers that the Orchid Zone will not compete with them in the retail market. I thought it would be fair to the OZ if I pointed out that this was the reason they did business that way. I am fairly confident Terry Root and the rest of the OZ staff get tired of people speculating about their motivations and personalities. "Hero Worship"? "Cult of Personality"? Whatever. I guess it's not wrong. Terry Root is definitely a hero in the Paph world, even I think so.
Leo
For sure. But I am absolutely sure on the other side that OZ decided to keep a "segment" of the orchid market, and do it well, rather than making a lot of things from propagation to end-consumer sales, mostly because of time.
I have a tissue culture lab, and actually now I have a "distributor" in Europe ( with a database on a website that he can access). If hobbyists want to get 30 seedlings of that cross, and 100 of that other, from their own seeds, it is perfectly fine. But I "splitted". The "distributor" actually gets the hassle of replying to many emails, getting a lot of enquiries for fewer orders, care of each individual customer, the unpaid bills ( and there are many in the orchid world). On my side, I just make the lab ( well, at least I hope), I get packets of seeds, make the flasks, and return them to him 4-6 times a year.
I tried to do the whole process, but I got too many enquiries as to the stage of that seed caps, how many seedlings can be done, etc... and I was spending before I decided to have a distributor, at least 6H/day in emails reply.
Terry is not a brutal stupid guy, he is very well educated, so he is deemed to reply to any enquiries, for politeness. From that, he can loose a hell of a lot of time to reply to too many people, and the flower he wanted to be pollinated has faded, he was too tired and inverted pollen, or whatever. Believe me from experience, retail is a full time job.
And no, I think they definitely would not need distributors to make money if they wanted. If the Orchid Zone was going retail, most people would buy from them directly, so retailers or not, their income would be the same ( and retail entitles from some people at least x5 the wholesale price !). But they choose not to have an overload of work.
Apart from the coca cola (that's a really good video actually!), Terry is very keen on astronomy as well, and many others fields (I do not know if he still have the target shooting practice somewhere ?).