I don't think waveshare manufactures panels. They're an integrator that sells lots of different stuff. I'm pretty sure they buy panels from different vendors and put them together with their kits. E-ink is like the liquid crystal supplier whose material then gets put into lots of different types of panels.
Yes, of course. Shopkit is E-ink's devkit sales. They'd never undercut their own distributors. It would be like expecting Samsung to be selling LCD screens at a lower price to mom and pop buyers than to Apple.