If I was guessing, I'd say that Yeti pulled their entity-direct discount/customization programs and "offered" for all the work to go straight through their regular channels, leaving NRA members ordering direct from Yeti's web site just like any Joe Blow off the street.
Brad
If I were to venture a guess, Yeti had been a partner with the Friends of the NRA in order to provide customization and discounts for the "prizes" at the banquets. Likely it decided to end that "partnership" and, as you said, tell the NRA they can buy what they want off their website.
From the NRA's view, Yeti just dropped the Friends of the NRA as a "vendor" for them.
Yeti comes back with "they can still buy from us!" I do note Yeti says they were "ending outdated discount programs". Yeah... It sounds like the NRA is right that they were blindsided by this. Likely a lot of the Friends of the NRA were budgeted to buy those products at those discounts and Yeti just pulled them without any warning.
In this political climate the FotNRA had an understandable reaction. And Yeti is tone-deaf and is likely to continue to lose customers over a bone-headed move (that is, if this isn't just cover for someone who actually DID try to backstab the NRA.)
Additionally, I do note what is NOT said in the statement: Nothing about continuing to support the NRA. That's rather glaring in its omission...