They have done some FW product off of their site before, but it is encouraging.
What would seal it would be allowing Brick and Mortar stores the ability to carry it with paying a wholesale price- but I don’t think that has happened before, except maybe the early paperback Imperial Armour books…
Double check the pricing for your country. For US residents it’s about the same price. For Canadians anyway (and likely Australians, etc) it’s significantly more (+$20) to order from GW due to their poorly conceived pricing structure.