I can't understand why you keep complaining about this.
EE and Bernal and other TF retailers don't care. They do business with TF knowing his direct prices.
The retailers who don't like it stopped selling TF.
This is how the free market works.
Calling this idiotic, naive or undercutting is wrong.
Do you really think it would be better if TF increased his prices so we couldn't buy direct cheaper?
Who would that help?
Are you equally upset by Heiji "undercutting" JKI?
Is that ok because Jon ads value with his QC and service.
EE and Bernal ad value to their TF price too by offering free initial sharpening , QC, easy returns etc.
Why are you ok buying Heiji from JKI but think the TF model is unacceptable?
Having the same price everywhere in the world is not an even playing field. Costs are different everywhere.
Retailers fix their prices based on a large number of criteria including their actual costs as well as any contractual pricing agreements. It doesn't always equal the same price in all world markets.
Consider the "Big Mac index" which measures the cost of living in different markets based on the price of a Big Mac in different countries. Costs and therefore prices are different everywhere.
Japanese consumers are used to paying more for imported items than those items' cost in the items home country.
They are not offended. It's one reason they love to travel and shop...to get "bargains".
If you ever get to Japan, go price brands like Alden shoes or Leica or Haliburton...you'll see how it works.
I'll give you a simple example since you have a Leica.
Price the little Q2 (model 19050) direct from Leica Germany. Price is 4995 Euros
https://www.leica-store-muenchen.de/en/product/15155/leica-q2-black
Same camera from Leica direct in Japan is 748000 Yen or 6345 Euro
https://store.leica-camera.jp/products/detail/883
So Leica sells the same camera in Germany for over 20% less than it sells for in Japan.
Is Leica idiotic and undercutting its Japan retailers?
BTW this same camera is only $4995 MSRP in the US.
Would you be happier if Leica charged the Japan price in the US ($6900) so we have an "even playing field"?
It's great that some knife brands have pretty uniform pricing, but it's not the only correct way to do business.
Please try to be more open minded and less judgmental...