I'm not exactly sure how these things work, but if the manufacturer is forbidden from selling direct and dodging the dealer, that's a problem. If the manufacturer could, but is choosing not to, well, that's on them - They are simply transferring the PR hit to the dealer (and giving up the profits, which sounds dubious)
Pretty good example of trading one thing for another though! Pay up now for a car now, or wait and save your money for a car that isn't marked up. It's kind of funny seeing corporations try to apply price controls, rather than the government :)