To me the problem seems to be that you never know what you're gonna get. Sometimes they ship home runs, and sometimes they ship complete duds. Atlas does "made to order", and sure people complain it takes forever and costs a lot, but who gets an Atlas product and complains that its not what they expected or is underwhelming? Same goes for 3rd Rail/GGD. You KNOW what you're going to get.
With Lionel, you have absolutely no idea what may show up, featurewise, or aesthetically. If they want to do this, they need to nail down the catalog art, and the features, and deliver exactly what they show.