In fairness, where is the hypocrisy? Massive discounting undercut small retailers, and hurt the manufacturer, leading to the closure of small retailers (we've lost 14 this year alone) and a downward spiral of customers waiting for the massive discount, again hurting the manufacturer. Any direct retailer customers of Heljan were given a heads up before the announcement.
The only way to 'fix' it is a commercial reset. Which is what has happened. Anything else is just rose tinted goggles unfortunately, and we're enormously excited about what we can bring to this 70 year old Brand and legacy.