Sam, thank you for sharing the why and I can understand, and the only question I have is why do you do this then? You must still make money, with the tariff's and shipping cost for it to make sense versus selling to dealers who in turn sell for essentially the same prices. Other dealers do it as a cost of business and still make money.
What you should consider is to share your sales policies and conditions up front, when you sell from your own site and ask that people review them, like on other retail sites. If there was something that said 'no returns', it might make me think twice about buying here versus some of the other commercial sites that do offer 30d policies.
The reason I purchased right from ZWO is to ensure I don't get old stock and hope to get the very best service. I did purchase the 1600 kit directly from you as well, again expecting the latest camera and improved filter versions, now with the prior knowledge that I'd not be returning it unless there's an issue.
I just didn't read enough on color vs. mono imaging before making my prior choice. It's not intuitive up front that mono is 3x faster to collect data, although needing to make multiple runs for color.
best,
Terri