So ignoring all the corporate double speak, I really have no idea why they would do this. Isn't people playing in the store a great advertisement? I doubt it really costs that much, and is the epitome of "loss leader".
Is their plan to have all the local hobby stores support their customers for them with play space, and drive as much business as possible to them directly through the internet? (I'm mostly think of miniwargaming, and how he said more models were getting pushed to Direct Only, and stores would be limited to purchases of $500 of direct only) I can see how they would like that, but how do they think that works in any way long term?
Worse is really the image problem--doesn't it look hypocritical as hell to say "Here Hobby store, you really should let people game on your retail space bu we'll have nothing to do with it"