Look, if we're selling direct, it's simple...we're both building the ukes as "manufacturers", AND we're selling them as "retailers". Both activities come with their time commitments and their costs to us and to the ultimate buyer. I don't see a problem with that other than that too many luthiers don't consider the selling part...and the hand holding part...as a part of their actual costs, yet it is. It's the cost of doing business, and if you build to order, as I do, it's simply going to take time to settle a sale with a client. The best clients know that part of what they're paying for is attention...attention to exactly what they want, attention to detail, and that means a relationship that goes beyond seeing a uke in a store or on line and just buying what is there.
If all you want to do is build...and not have to deal with "bespoke" orders, as would seem to be the case here with Tim, great. Build some stock designs on spec, and whoever wants them can buy them. It's certainly an easier way to go. But there are a significant number of potential clients in that price range above about $1,500.00 USD who want something special, something "bespoke", and to be honest, we luthiers have to be able to charge enough...fairly...to accommodate their desire for a direct relationship with us, the builders, and their instrument.
I do a bit of all of the above...I build some "spec" instruments to set designs and wood & trim specs, and we make a lot of parts...tops, backs, sides...on spec. I also build to order for retail stores. And, of course, I also build to very custom specs for direct customers. It all works for me.