From Network World:
Microsoft is allowing its distributors to resell Azure by expanding the company’s Open Licensing practice. This allows the distributor to resell an Azure license to a customer. Vendors will use tokens which are worth $100 Azure credits that will be distributed to customers. Doing so will give resellers the ability to manage Azure clouds for customers, as well as bundle other services on top of the Azure virtual machines, storage and databases. Resellers can bundle an Office 365 app, or backup and recovery services, for example.Microsoft taps partners to sell Azure and take on Amazon in cloud
Customer may be more inclined to buy services like Azure through a partner that they have an existing relationship with as opposed to buying directly through an Enterprise Agreement with Microsoft.