After thinking this over, I believe there may be a "distributor issue" here. The "delivery fee" is not just for transport, but covers a number of charges dealers may take as "revenue enhancement". I don't know how distributors will be compensated, through wholesale or other back end charges, but I do know you mess with a retailer's margins and you're in for a fight.
I sold a line of products that could range over $1M each (with installation), and my supply stores who stocked our "pig iron products" (those with few if any moving parts) screamed bloody murder that we wouldn't give them the usual 15-20% discount that represented their profit earned by stocking and packaging our products. The difference was that this product would never pass through their warehouse, never enter their books, and would not be delivered or installed, and never be serviced by them. Their business model wasn't calibrated to maintaining sophisticated technical tooling. Without a service department, they didn't have a dog in the fight. And they wanted $150K each because what, they were good guys?
I see EM may have a lot of head-scratching to do over their distributor chain. With the looming possibility of on-line ordering (similar to Amazon) there isn't much a local "dealer" can offer - other than turn a hose on it and process the tax papers before delivery. OK, they're going to install some aftermarket accessories, maybe offer you a free latte in the showroom, but unless they get a flat commission on sales, there's not a whole lot of margin in it for them. They're going to see factory delivery as cutting into their profits, no matter how EM supports them by maintaining retail pricing even from the factory. It's just human (business) nature.