I just got it, too. You're right. It suggests that FFL's encourage folks to go through them rather than transferring the guns between individuals.
Did they offer any guidance on pricing? I see some shops around Atlanta charging $45.00 for a transfer I suspect they would charge just as much for this service.
A major source of objection to a free economy is precisely that it ... gives people what they want instead of what a particular group thinks they ought to want. Underlying most arguments against the free market is a lack of belief in freedom itself.
- Milton Friedman