OK, so it is the Aqualung shop that wants to be more competitive. Most shops I have seen that carry Aqualung or Scubapro tend to push them as their main line. So one option they have is to push Mares as its main line while keeping the AL brand tied up in the area but supporting their AL owner customers.
I don't profess to know the insides of the industry but that is my impression as well, that the SP/AL shops push that as their main line. And most are proud as heck to carry those lines and love the fact that they don't allow internet sales or steep price discounts.
I also wonder about the "territories". I know there are many shops in my area that carry the same brands, though it is a large city. And the online dealers can certainly sell to customers in any area. But if I am Zeagle or Aeris and a SP/AL dealer calls me, why would I get excited about having my brand in a shop where it's clearly going to play a distant second fiddle? I'd rather be in a shop that's going to actually try to sell my brand to customers.