I agree, products are sold for end users. Affiliates are only a way to sell more products, so they are not a necessity. Many people use JVzoo because it can be easier and faster than setting up their own sales system.
You also have to remember, often times the front end product is sold cheap to get the buyer in to the marketers sales funnel. Just as important, to build a buyers list which can be one of the most profitable lists you can have. Make them a irresistible offer that can't refuse, high value and low price, get more buyers. Well, that is the theory. :)