The 21st century is the century of the service company. If you think about it, so many companies exist sheerly as a medium to distribute some form of product to people. All the anime distributors out there - from physical to streaming - aren't the ones making these shows, they're merely a third party that is - for want of a better phrase - creaming a little off the top in return for putting in the legwork the licensors back in Japan don't want to do.
This argument is coming up a lot in the music industry at the moment re. Jay'z Tidal and how the battle between it and Spotify exposes the short-sightedness of the music labels. If they really wanted to be in control, they'd have built their own iTunes or Spotify in-house from the ground up - then they could have dictated what consumers paid and how the music was distributed. But now they're pretty much beholden to the existing services, leading to the current situation where no-one wants to pay for music.
In a way, the anime industry has the same problem. Just look at Sony's attempt with Animax - in an ideal world Sony/Aniplex/Animax would work in perfect unity delivering their shows straight to consumers, but because Animax is so lame, we're in a situation where third parties like Crunchyroll and Viewster rise to the fore because they do a much better job.