Right. That I understand. Absolutely.
The problem, though, is that the multiplicative markup only exacerbates that issue, right? Let's say a product leaves the factory costing $20. Old system: wholesaler marks it up 50%, so now it's $30. Retailer also marks it up, let's say 50% (I don't know the numbers and they don't matter much), so it's now retailing for $45.
New system: product leaves the factory costing $40. Wholesaler marks it up to $60 and the retailer maintains that 50% margin and it's now retailing for $90. That's a doubling in price because there's a doubling at every stage. But if the wholesaler retains the $10 markup and the retailer the $15 markup -- which were profitable! -- then the retail price is $65. Bad, but hell of a lot better than $90.
Just seems to me that distributors would lose a lot more revenue by pumping prices to the point where product can't be sold, than by keeping their markup tied to their value-add. But again, it's often the case that people who merely observe markets from the outside, with little detail, will often see irrationality where none exists. I'm trying to avoid that, but I'd still like it to make sense.