Until then, it was difficult to register a good domain name ending in ".club". It required to go through a confusing auction procedure and no matter what you think: a normal end-user doesn't do that. Try with football.club: you understand what I am talking about.
Standard domain name end-users (Registrants) usually register their domain names with their Accredited Registrar because the process is familiar to them and also...because they trust them.
There are other places to register Premium domain names but they are for professionals who know how to manipulate domains. Last week I attended the French NDD.camp for Domainers and I learnt that one of them generates thousands of Euros with a short list of 120 domains generic domains "only": the guy generates traffic and gets paid by...Google.
A Good news for non professionals
As soon as tomorrow, it becomes possible to register one of the 8,000 exceptional ".club" domain names directly at your accredited Registrar.
In simple words
This is what the Registrars wanted: to be able to present and sell .CLUB premium names directly, instead of having to explain their customers that they should go to another website.