I think a problem is that most parents (in the west) don't have any ideas or opinions about what learning tools are best for their children - Most parents are happy to let the education system decide what's best.

I think most busy parents these days tend to see the school system as an end-to-end automatic education machine; you insert a young uneducated child, put some money in it and several years later an educated adult comes out.

With that mindset it's easy to see why it's better to do deals directly with schools than trying to get the attention of the parents.