Is a 50/50 deal standard?
Either way, Warp do quite a lot - from pressing to distribution it is quite a task. Plus on top of that, they market the fuck out of stuff (Blimps, tube ads, instore visuals, music videos, etc).
The Bleep store is just a smart move by Warp as with any brand selling direct to consumer...You get the markup which record stores would normally take.
Maybe Rich does have a better deal than others but then he probably gives a lot of that leverage up as he does fuck all of the marketing side himself unlike other artists...No social presence, barely any interviews, etc.
Wasn't there an interview with someone from Warp who was saying that he is a nightmare on that stuff as he just wants to make music and nothing else. Could be wrong...