It's just a longer process as they have to get people used to the idea, which they started with things like Project 10$, Uplay Passport, SONY PSN Pass etc. and will increase their efforts once the next generation of consoles comes out.
Personally I wouldn't care much if every big chain of retail game sellers would go down tomorrow, it would suck for the people employed but they'd likely get interchangable jobs again soon after. They have no place in the creative process and could aswell be entirely replaced with Digital Distribution. By eating the winnings of the publishers/studios (while those can be and are often-times "assholes" too) they're just acting like parasites.