Something Brad touched on and was very interesting was the creation of an MP store front online. Cutting out the middleman and going direct to the customer. Combine this with inventory ownership/control and there are a lot of synergies there that should hit the bottom line.
What I think is even more significant is the confidence they now have in the brand based on this move. They no longer need to beg retailers to support their product, they now have the leverage to develop offers on their own and drive traffic to their own website instead of BB where other competing products are front and center with their deals, offers, sales pitches.
I always thought it weird you couldn't buy directly from the website, but understand the need for the retailers and access to their established customer base in the process of building a new brand. This development is, in my mind, the single biggest announcement made today and is a major tipping point for the company.