Nanotech has no intentions of being a retailer or employing a major sales/shipping department. The business plan is to innovate, license and source. The direct sales from NTEK via the Nano store is a temporary thing. The $299 price was for the earliest of adopters and investors that wanted to analyze the device prior to bulk manufacturing taking place.
Because the manufacturers price on most businesses websites are higher than the msrp in stores. You obviously get the added benefit of whatever kind of warranty buying direct, so that is why the price difference. To say you think is going to affect the stock negatively is lunacy, there is no correlation between the two.