This might seem very wrong to be posted on a forum, but for the sake of end users, we should NOT tolerate the manufacturers holding us by our danglies and dictating where we should buy their products. Really... I think Olympus, Fujifilm gotten that right in their head and while Panasonic claims that they are going to charge 1.5x or whatever, my experience is how hard my hand slapped the table at the service center in front of the manager in charge.
At the end of the day, we spent our hard earned money to buy a product that is from them, and for that reason, I don't want to concern myself over their sales channels issues, internal commission issues, etc. That is THEIR problem, not mine. Who are they are tell us where we should buy their products? If they have a dealer who is customer-benefit oriented and wants more people to buy Panasonic lenses, and sells them lower than MSRP, Panasonic should figure out how to deal with "rogue dealers" rather than punish customers who could have "bought on impulse" while on holiday (for example)... so, what kind of rubbish is this?
I sent in a 12-35mm bought from a different region and the service center manager eventually serviced it for me for no extra, except for a reasonable workman-charge and parts (which I checked with country of that lens' origin and it checked out right).
If we don't stand up against such bullying, we are setting the trend for other manufacturers to follow.