Don't worry, no comic shop is going to lose sleep over the GSL. However, part of Benny's job is to create good customer relations with vendors and consumers. The banner on the web site specifically requests that people go to their local comic shop and request the GSL with the order code and mentions before NOV. 4
If he is not shipping to the stores, then he was wasting his potential customer's time and that of the shopkeeper. I guess if someone comes in to ask me to order, I'll just say,"get away from me kid, you're bothering me!"