Here are just a couple of quotes, from the CD Baby site, which misled me a little...
Your CD will be available to over 2400 traditional retail CD stores in the USA. You get paid full retail price for these sales.

: "widely known among musicians and fans as one of the best distribution options for independent musicians, with a lot of credibility in the indie community for their honesty and integrity."

This is totally non-exclusive. We don't own the rights to you, and don't want to. We're not a record label. We're just sales and distribution. You're the boss.

I don't think it's deliberate on their part. I'm just easily misled.