I wonder how and if they will restructure their pricing?
Well, it seems to be the trend. Just look at Axiom, they sold in dealers for twenty three years and made the move. Add to that Oppo, Outlaw, Emotiva, Aperion and the list goes on and on. When you are in a retailer and are competing with other brands in the store(and the salesperson's preferences), you can sometimes be fighting a losing battle, especially if one or more of your competitors offers additional sales incentives.
In this case, companies like Velodyne have a long-standing reputation and they know who their customers are, so why really bother with a retailer when you can sell direct and do it all over the world?
It will be interesting though, now that by doing this they will eliminate one or two lines of distribution and as already questioned, will their prices be reflected in that change?
MY guess is that there probably will not be a change in pricing structure as they will now have to handle the function of the retailer and the wholesaler (which has a cost).
Remember NHT just did the same thing within the past two or three years. The cut their prices and yet the products seem to be the same (or at least they are still getting reviewed quite well).