But they are in reality only reaching a very small percentage at the hobby shows and most of them are already into the hobby to begin with.
They are reaching 100's of times more online than they could ever dream of reaching through the shows and it costs them nearly nothing to do it.
Welcome to the 21st Century.
I don't disagree with what you just said. There is such a thing as "marketing" across multiple channels to reach the broadest audience and widest demographics. You can have annocements and videos all you want to orient people. "Hands on" is where you can get an extra level of satisfaction