ahh, they've got the Quikstick.... nice.
It's not that odd.....30 + years ago I was buying bottom brackets at the local True Value hardware store.
A LOT of bikes used to get sold at hardware stores.... I'd bet the majority of bikes bought in the 1930's thru the 1960's were bought at hardware stores.
I think ACE is likely just trying to cater to their customers and fill a consumer need for people who haven't got a Local bike shop nearby.