Don't gotta tell me twice about that supporting other manufacturers.
Bought $100 of minis direct from Reaper last week (came to about $6 apiece on the minis), most of which I picked up only to paint, but they will get used in D&D and Deadlands games. One of them, Kassandra of the Blade I bought to make an alternate Ashlynn d'Elyse for Warmachine, and another is going to be a Bloodbowl troll.
I COULD have gone to the Warstore or another online retailer and gotten a 20% discount on the minis, sure, but the thing is that even before the discount the prices were reasonable enough I didn't feel like I was being ripped off.
I didn't HAVE to go to a discount online retailer just to feel like I was paying a reasonable price for minis.
And THAT is where GW fails.