Yeah getting wholesale access is pretty much the only way to do it commercially, which is why it's hard for a lot of small outfits to start up. Aquaria is one of those weird industries where access to the wholesale market is treated as a coveted right. They almost all require business licenses, tax IDs and sizeable monthly minimums to start and maintain an account. For those living in urban counties, try getting a business license to operate a marine aquatics operation in your garage. Gwinnett won't even let you park a commercial vehicle (greater than F-450 or equivalent) in your own private driveway if it isn't zoned properly.
I remember reading on R2R a few months back about an online "wholesaler" who attempted to go direct to consumer. They were effectively blacklisted by the industry and forced to close pretty quickly.