Canon is NOT making any more money from this move as they aren't changing their wholesale prices. This is a move to protect small businesses and brick and mortar stores. The internet stores can afford to cut margins on Canon gear much more than your local retailer because of their lower overhead and massive sales numbers.
Look at it this way...how many stores in your city actually carry (in stock) a 5diii or 1dx? The local stores will only order one for you because the inventory costs on the big ticket items is hard to justify if the margins are cut down by internet pricing. One advantage (only one for the consumer) of this move by Canon is that you might see more local retailers carrying high end gear.
Unfortunately for the B&M stores, there will still be an advantage to ordering online to avoid state sales tax (in most states).
For those crying supply/demand or free market this isn't any different than the government setting price floors on milk. The Government recognized that a free market would result in the obliteration of small farms in the US. Canon has realized (rightfully so) that internet sales were endangering every brick and mortar store sales.
For those who want to blame someone about this look away from Canon to the big box electronics stores. I suspect that it wasn't the small business mom and pop camera store that made this happen. It was most likely the larger retailers (best buy, wolf etc) that were putting the pressure on Canon to change the policies.
Right. This doesn't increase Canon's revenue directly. In fact, I think it only hurts in the long run. I suspect the Millennials don't buy as much stuff from B&M. They buy from the net. They read online reviews. BestBuy is bleeding, as reported in the news. Amazon, Adorama, etc. are probably grinning all the way to the bank... this makes them MORE powerful and better able to crush the B&M stores.
All things being equal, I'll STILL buy from the internet. The kid who knows NOTHING about cameras handing me a box is not worth the drive over there. I'll get it delivered for free and I won't have to see beautiful cameras with thumbprints on sensors because they can't keep the body caps on them and someone with no camera sense plays with them. NEVER buy a floor model from there... ;-)
This is standing in front of a train. Retailing can't go back to what it was. I bought a Sony NEX5N because I couldn't find a camera that offered that performance at the time for that price. But Sony's MAP doesn't seem to be helping them much. Look at their news.
It would be interesting to see a poll of CR readers for what percentage of their camera purchases are made at B&M. For me, it is 0% and I have owned 8 digital cameras since 2003. Maybe I am the exception.