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Are these companies not just a throughway to do it for you?
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In the scheme of things, yes. If you're doing less than 100/month just shop for the best price, perhaps with a bulk discount, and make sure their management features match your needs.
Becoming a registrar involves a considerable investment of time, effort, and a chunk of capital. You could become a reseller for an existing registrar but you'll notice commitment levels mean significant effort on your part before you'll see any benefit.
Where do you want to spend your time?