My guess is the reason (or at least one of the reasons) for starting with direct sales is to control (phase) the initial rollout of the product. I think this is prudent. The release of the Apex is a complete migration to a new platform for Neptune Systems and they are not a big company. I would imagine they don't want to rollout to other retail outlets until they are comfortable that they have reached a certain level of "real world" stability. This is not easy to do without a few hiccups even for the biggest of companies (e.g., Microsoft, Vista). Testing in the lab in one thing, but wait until we get our hands on one.
Those of us that are first in the queue may have to keep our cool and maintain some sort of perspective. There will probably be issues and workarounds. Heck, we may have to even send the unit back to Curt for an adjustment or replacement.
I am keeping my AC3 until the Apex has been fully integrated into my system for a few weeks or so. I may keep it as a backup (I still have my AC2). I can't imagine running my tank without a controller.
Anyone else saving their AC3????