I think the biggest issue with the MTO/GMTO program is that it ended up requiring a lot of time to manage and it isn't material to their business. The makeups that came through SF couldn't have been more than a few hundred thousand dollars in sales and I would assume (especially since GMTOs were only done on SF) that represents a large percentage and probably even the majority of their GMTO/MTO sales. For a company doing $100m in revenue and growing at 10-20% a year that's just not important. You'd rather focus on developing new models to sell in stores or working on new channel partners.
If they leverage it correctly, it is more of a marketing and brand-building spend than anything, in addition to the other benefits above. I think they'd do well to connect with the guys who are so engaged with Viberg, Truman, etc.