I am not a marketing guru by any means, but I think this is pure genius by Denon.
In my opinion, they are attempting to elevate their brand name above all others in the mass receiver market by adding this to their product line (and hence charge higher prices). This will give Denon more prestige in the market and will separate them from Yamaha, Onkyo, etc.
Denon would never be able to compete with likes of Emotiva, Outlaw. Unless they got rid of their dealer network.
There is probably a lot of synergies in design between their receivers and these separates. That way they are guaranteed to make money.
I think it is brilliant.