Eric made solid points about the ownership as well as the fact that Barbeito has limited quantities and it is much better for them to be able to reach a wide variety of markets, than have to limit allocations due to the increased (750 ml) sizes.
You don't see the Frasqueira in 500 ml for the most part, it is the less expensive blends. They are less expensive, more approachable as daily sippers etc. Barbeito is quite an innovator and Ricardo is a great businessman, winemaker and collaborator. I believe he and Chris Blandy are the most progressive leaders on the island with what they are doing. We saw the vineyards Chris is involved with now and Barbeito with their partnership, has deep pockets and even though they are a fairly young company in terms of how long they've been around comapred to most of the others, their vineyard contacts and handshake "contracts" are fantastic.
When they need old stocks of a specific grape, they can source it usually very quickly too. How many companies keep
old Tinta Negra on hand in wood? Also, Ricardo's collaborations with Mannie from the RWC are growing by leaps and bounds. Ricardo is as likeable as anyone I've met on the island and truly cares about the heritage, the history, the vineyards, the future success and preservation of the island. Most of all, he is a fabulous educator and promoter of and for the island and its wine tradition!
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I suspect like any business they'll look at sell-through information and make their own determination if this was a good move. Every bottle but three in my madeira stock is Barbeito (750ml) I should point out.