Yeah there is definitely the disconnect here with the ordering on phone. It doesn't matter how nice, helpful, friendly, etc the people on the phone are. Ordering stuff that way simply is not how a lot of us ever want to do business/order stuff. I don't want to talk to a person, I want to see numbers infront of me, select said number and place orders. People/phones means errors, frustration, plus phones also mean giving a person over a phone credit card info which is not acceptable.
I think everyone understands it can be a pain to get an online setup going, but if tiny mom and pops businesses do it, it's hard to understand how Festool can't. While ordering via phone was normal for a long time, it's a method that's been obsolete for almost 20 years now. You have a generation or more of people who have never ordered something via phone. Saying "call them" becomes the same as saying "you can't purchase parts". Additionally as was mentioned, how does one order parts in the evening or weekend? Now it means the person has to do something like go out to their car during work hours with their notes on what they need, call, wait and order, and get back into work before their break ends or the next meeting starts.