I'm not saying that the US is largest market for e-bikes now, only that it has a lot of potential to be. There's what, 5 million of them here now? Lots of room for growth.
My point was, selling direct works for the low end Amazon consumer. Cheap is king. Not so with an unknown brand at a premium price, without a storefront presence and no reputation in the country. The bike shop is still the place in the US that a customer goes for quality. They want a good sales experience, and a place to take it to when things aren't right. It's an automobile mindset. This forum is full of geeks who like to play with bikes. We do not represent the average bicycle consumer.