I think part of the bike company's problems are a difficulty adapting to an online marketing. It is not any one company, but all of them from frame builders to component vendors.
Something like spare parts would naturally fit into an online support model.
Bike shops might not like to stock all the spare parts to support 70 year old components. But it would be easy enough for a central vendor to stock and distribute the parts. Then every year or so put in an order of 1000 or so "genuine" Nuovo Record cones.
Or have derailleur hangers in stock ready to ship.
It is interesting that companies like Wheels Manufacturing can make a business of cloning cones, derailleur hangers, etc that the OEM companies refuse to support.