I still don't see it. I don't think it's "An easy one", my point being, you don't typically see large retail stores listing some other company's name, and subbing work to them on their own website. In fact, I can't recall ever seeing this type of relationship. It's so one sided. It benefits Lynch, not HD. If Lynch does a horrible job, it's HD that will pay for it. Large retail stores don't often put their reputation in the hands of someone else like that. Too much risk. Still seems really odd to me. Maybe it's someone that works at HD's kid or family member and they setup a sweetheart deal.
The domain has been registered since 2002 and doesn't expire until 2015, yet they don't have their own website. My gut says it's a sweetheart deal and no other sign company would ever have had the chance to do something like that, but again, I could be wrong
I can think of many things that would give me a competitive advantage over lowes and signs aren't one of them.