I see your point. But they're not even on sale on their own site yet! Right now there's no choice for the consumer.
If there is a milk shortage and the makers of the milk announce that they will sell it next week for $5 a gallon, and then instead put it up for sale with no announcement the next day for $15 a gallon...I don't know...the people who wait for the $5 a gallon milk will probably get out of date milk!