Rukka, schuberth and daytona are all German brands...so by missing out the importer and local agents you're bypassing 2 links out of the retail chain.
That's true - but they are also a lot cheaper than most other German suppliers - so they are obviously not being as greedy as the competition, and have built a good business around reasonable margins and good service, leading to higher sales volumes. Good on 'em I say
BTW - Just ordered my new Rukka suit from them and found them very helpful indeed.
Due for delivery later this week, and saved the thick end of £500 compared to UK asking prices.
I tried very hard to support my local UK shop, who I have bought plenty of kit from over the years and know pretty well. I told them they needed to get within £100 of the German price to win the business, and they couldn't (or wouldn't) budge below £200 more than Germany.