I think what he is referring to is in order to get the Air 3S today (launch day) in the US, there is only one place to order it and that's from DJI.com since nowhere else (Amazon, Best Buy, DJI, B&H....) all say something along the lines of Coming Soon, Pre-order, or nothing at all. Apparently that's called a "store only" launch when in reality, the retailers will launch whenever they get product they are allowed to release. I don't see any advantage to DJI.com launching first so I'm not sure that's a "strategy" as much as launching a particular kit or color would be an exclusive.
But I do know there still exists an aversion to buying from the "manufacturer" as buyers continue to have ties and loyalty to their favorites; many people won't just buy from anywhere even though it's the same box from the same factory. People have points, credits, loyalty cards, other perks like warranties. Look, if Amazon wants to go first and have a special product that nobody else offers, Bezos can put in his order for 10M drones and I'm sure DJI can accommodate.
For me, I tend to buy expensive drone kits only at places where there is no sales tax. Not going to pay $300 extra for a $3k drone. The only place I know for sure for everyone is possible is B&H with their Payboo card and they almost never launch first but I understand the frustration of not being able to buy on day 1 because your favorite/desirable location is not participating. We used to have this problem big time when nobody (except me) cared for "mail order" product (now they call it online) and if the product wasn't in the store on day 1 (for drones at Best Buy) then we had a problem.
But those days are gone because people don't have a problem anymore buying expensive stuff over the interwebs. With all the things happening and the delays (bans, storms, tariffs, etc) no telling why everyone doesn't have supplies on day 1. A perfect launch is fleeting and especially with DJI it's almost non-existent. Fortunately our patience level too has also changed, you don't see people lining up at the Apple store on launch day any longer.....few days/week won't hurt you.