Fender Musical Instruments recently upset many of its brick and mortar retailers by announcing they would begin selling direct to the consumer. The company claims that the "Fender American Design Experience" does not intend to compete with their traditional dealers. Few dealers believe them.
In other news, Fender has named Bob Roback as their new president. Their official press release proclaims, "Roback is an important new addition to Fender’s senior leadership team and will have a wide scope of responsibility including overseeing the development of Fender’s emerging digital strategy aimed at deeply engaging musicians and music fans more broadly."
Hmm...The new president has no experience in the musical instrument industry, but a long CV in digital marketing.
Probably just a coincidence.