they are definitely pursuing a business model in a pretty logical fashion, so I'd easily go with company.

relying on the affiliate model feels like a betrayal in the UX and it essentially hands over one of the most obvious ongoing revenue streams to the registrar. Why not take that margin and recurring revenue for yourself? Its not like its hard nowadays to set up as a reseller - getting accredited is slightly more complicated, but it you can make it as a reseller, then even that hurdle becomes pretty achievable.