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Another perspective I have is that this latest business model is probably based on someone that doesn't want to totally retire but still keep working some for personal reasons. I doubt Ben wants to "grow" the business but rather keep a small volume of work coming through to make a little extra money instead of watching daytime TV.
Customers with money expect a great pre-buying experience with a fabulous website like buying a luxury watch. But that set up can cost some serious money and draw more responses than desired. I'm sure he is happy his old business model is retired. The fact that his bicycle is expensive does not mean his profit margin is great.
For example I do not try and promote my framebuilding and painting classes because by remaining in the shadows still provides me the right volume of interest. The really serious do and the casuals don't. My work volume is just right. I can personally attend to those that really want to learn how to make frames. I don't have to be bothered with causal tire kickers and the merely curious. Bicycling is a hobby for many people that can enjoy chatting about it for a long time - often more time than what a person not on a salary can afford. This is often the reason bike builders and painters are hard to find. I see what Ben is doing as a nice way to wind down his business that is probably just right for him.
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