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Seen similar in other industries.
Kodak introducing APS which they never intended to make stick, it was just to force small independants out of business because they either spent more money than they had/could make back buying the machinery to deal with it or they didn't buy the machine and lost all their customers and went out of business.
M_V
It's such a crazy state of affairs... squeeze out/shut down the LBSs and smaller retailers by selling stuff at prices they can't compete with -> lose tens of millions of pounds -> go into administration.
Obviously that's a simplification and there are other factors at play, but it's such a sad indictment of this type of business model.