Why are we a reseller? We'd rather buy at wholesale than retail. Save money and make a little perhaps. But also as a reseller we have some more controls on the backend that allows us to do things easilly and quickly without having to wait for someone else to get around to it. When we need to take care of a customer domain issue we can do so faster as a reseller. There are a few other features that we have that most registrars don't offer but are handy. We can set domains to automatically renew so that your domain won't accidentally expire and you end up losing it.
Being a reseller is also a time saver for us. When we set up or transfer domains it automatically sets the tech info section to point to us and it sets the name servers to our name servers. And when you're dealing with a lot of domains - this saves time and improves accuracy. It lets us take the pain out of the process and set things up so they just work.
Another thing we do is we provide by default an encrypted interface for you to do updates. It's unlikely that someone woud steal your login info but why take chances. It's amazed me in the past that some other domain registrars have you typing in your passwords in a clear text interface.
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