I'm sorry but that is just nonsense.
If Zavvi get an exclusive they don't just get HANDED the artwork by the studio. It is on them to find a design (likely that already exists or via a third party) and then ask the relevant studio to authorise it. The final decision may well be with the studio but the people choosing the design to send to them ARE Zavvi or the people they hire to acquire/design their exclusive steelbooks.
Your argument is 100% accurate when you are talking about regular amarays etc that are just sent out by distributors for retailers (like amazon, HMV and Zavvi) as retailers in that case just have to sell them. In the case where a retailer approaches a studio to sell an exclusive product then it is on that RETAILER to come up with something.
Zavvi clearly have some say in product design as they have produced some steels and artwork that is available NOWHERE else. Plus thèy have taken feedback to change designs or have HDN choose artwork (Weeck it Ralph, Wickerman, Seven Samurai etc) so are clearly not just selling these at the behest if a studio - they are actively involved in the process. Heck you only have to look at THIS artwork to know it didn't come from the studio as it looks nothing like any other release of this film to date.
I worked in the Business for over 11 Years as a buyer and was involved in lot of exclusive releases
Sometime it was me asking for an exclusive and this was in a few occasions agreed and other time you got a no to an exclusive as they want to sell to all retailers meaning a bigger stock level
The majority of times its the studio approaching you with an offer of an exclusive
All exclusives the main part is you agreeing to taking a set amount of stock at an agreed price which if your a good buyer you get it at the cheapest and its then the shop to decide the profit margin
The artwork is rarely decided by the retailer the marketing is sometimes a joint decision and again as a buyer you get the studio to pay for most of any advertising
I refused some exclusives as the sales would not have happened with the minimum amount of stock you had to agree to
The exclusive part in most cases is you agree to take a quantity of stock
I have in the past requested certain content in a release and sometimes this was agreed on but the majority of time you did not have any choice on the content
Content involves the artwork the extras etc
Zavvi have in a few occasions approached a studio with a choice of artwork and have used this site for a poll in regards to that but this has only been a very small amount of times this has happened
There would have been lot of time zavvi yes would have asked if this artwork could be used and is rejected by the studio for a number of reasons as in rights and actor approval
Zavvi are the ones who are agreeing to these releases with some been them suggesting a title while the rest of the time is the studio who ask if there interested
AmazonUK would be approached and say no as this is not an area they like to get into as it means agreeing to a set quantity of stock and if you look at the times they have done very rare its been a big release
In Germany Amazon do lot of exclusives its the same for them the studio approach them with a release and they either agree or don't
Its still good that we get all these release from Zavvi as I can tell you lot of the other retailers would not agree to take a set amount of stock as it can be a big risk if it does not sell well and you end up selling at a loss and this has happened to zavvi on a number of releases and is one of the main reasons why you are seeing limited runs of 2000 or 2500 instead of the usual 4000