I think ultimately this is a good thing. It can introduce someone to a full hammock setup at their local REI. Then when they want more performance or a lighter load they come here and find the cottage vendors we have.
I look at it like UL Backpacking. Sure you can go to REI and buy a Fly Creek tent that weighs 3 pounds for $350, that's good to get people started. Lots of the serious UL guys still will wind up ordering a cottage vendor tarp or tarp tent. What they want doesn't appeal to the mass market enough for a big company to make. So in the end I think it might even increase cottage industry business by hooking people on Hammock camping in an easily accessible venue, I mean shoot, even my local tiny strip mall outfitter sell ENO hammocks and accessories.