This might help why Theroy 11 does this: For example take Apple
Apple is a great company, and they have some really nice products. Apple has there own store, which you probably know and have been there or at at least seen one. Anyways, to buy an apple product you don't always go to the Apple store, their products like ipods are sold in many other place such as Walmart, best buy, etc..
The point is to appeal to people that you wouldn't be able to if you sold your product just in one place. Some people might not know about theory 11 , but might know penguin , and either way the product is still sold. I sort of get your point though.. I'd prefer to buy a mac at an apple store instead of lets say Walmart. Idk, sort of makes the purchase more legitimate?