Fender is planning on selling direct to customers and bypassing dealers:

Direct-to-consumer sales are expected to be a topic of intense discussion as buyers meet with Fender representatives. Some shop owners are so concerned that they plan to buy less merchandise from the manufacturer, said retailers, many of whom did not want to be named for fear that speaking publicly could damage relations with Fender.

Some are considering not re-upping as Fender dealers.

Guitars are one of those items that you really need to touch and feel to appreciate. I don’t think ordering online really works for buying a high-end guitar like a Strat or Tele. Fender is doing some damage here.