For what it's worth, I think the preference to cut back on cards being sold separately is a good idea, and would benefit the industry.
Look at Select's series two release - its pretty damn difficult to get a box of it if you are a member on here, I doubt a regular member of the public would even know it's been released.
I'd imagine a large amount of cases are opened by dealers who want to cash in on the rare cards.
More boxes and packs being sold at dairies, newsagents, etc would hopefully grow the hobby.
Of course they are never going to be able to stop people selling individual cards, but I'd imagine that the initial distribution of the cards is more what they're on about.
As for their release schedule - it does seem very packed and I have my doubts about it. I can't see many people splashing out for the Avenger cards they mention. Good luck to them with it though, I hope it goes as well as they anticipate!