Not sure about the logic.
This is Avinode with a B2C portal rather than B2B that Avinode runs.
Kind of like Expedia or Amazon and they seem to have coped rather well against the High Street Travel Agents and Booksellers.
The Virgin brand is very strong - customers will find the site.
I would argue that many educated purchasers will be happy to bypass the Broker unless the Broker adds any value; most of them do not.
Lever