As a manufacturers sales rep, I frequently come across end users (even smaller ones) who are more informed about my product than the resellers who sell it.
Why? Because they did their own research and decided my product would fit their needs. They read the extensive documentation on the website. They watch the videos. They may have even downloaded a trial version of the software and tried it out.
The reseller? They may sell many different brands. They may have never deeply evaluated my product to fit a particular need. They may have never read the documentation or watched the videos. They may not have even been to my website. To be sure there are many who are absolute experts in what they sell, but there are a lot (a good number ..) as described as well.
I am not saying the reseller is wrong, I am just saying the end-user often has more laser focus on my product than many resellers. Do not discount the skill level of the end user, nor assume the expertise of the reseller.
NOTICE: This comment was moved from an existing discussion: Manufacturer Selling Direct To End Users?