It's a practice that has been in use long before online sells. I think, mostly, they do it for the fun of it. Also some blends being a series of numbers just isn't as nice as a blend with a name. I'd order (totally making this up) "Campfire In The Blue Ridge" much sooner than "Blend 01759B" any day. Some, I suspect, may change the name to make you think they blend it themselves. There's a shop in Arlington that sells renamed blends. I asked about their "Mist" and the guy told me straight up it was Lane BCA. So often times they're quite open about it.If helps the B&M sell something for twice the price the buyer could get themselves online.
That doesn't happen. Small B&Ms don't buy direct from the manufacturer, and distributors would be hurting their business by offering a deal on one particular brand since they sell a number of different brands that they would like to get in shops. Even going direct, when possible, it would be counterproductive to offer a brand exclusive deal for Peter Stokkebye since that brand is distributed by...Lane Limited.Just guessing here, but maybe some of these shops actually set up primary supplier deals with some of these companies?