Actual stores selling hard-copies are the way to go in my opinion. The drawback is that it has been so long since RM products were available through the distribution channels and were actively marketing in any meaningful way. I know of a game store owner who was burned when the distributor that used to distribute RM products burned many stores, and that some of those stores are reluctant to purchase any products from small-press gaming companies anymore (only stock a couple of the big names).
However, if us fans offer to run sample games in these stores to try to hook potential new fans, Rolemaster may regain the major position that it once had within the RPG industry. I can remember 25-30 years ago, that the store I purchased most of my gaming stuff from (Hokus Pokus (was a magic and gaming store) in Traverse City Michigan), RM/MERP/SM had just about as much shelf space as TSR products did, and the hard-core gamer's preferred RM due to its flexibility and "heroic" chance of being able to pull off something amazing (or cut-off something via an amazingly stupid or risky move, which were still just as fun from a gaming standpoint). And Jack (the owner, unfortunately he passed away quite a few years ago now, but last I knew someone else had purchased the store and it was still operating, but I don't live in the area anymore so rarely stop by) did a lot to support his gaming customers.
Lets start to get the word out to these gaming stores and try to encourage them to make purchases of these products and offer to run sample game sessions in these stores. Also, it would be wise for ICE to try to provide some sort of marketing materials (posters or banners) to such stores (I know this costs money to do, but if it is done correctly it will dramatically increase both product awareness and sales and thus will pay for itself).
To be honest, in talking with the owners of such stores that I know, they say that a very large portion of RPG purchases are spur of the moment purchases, and as such they need to have hard-copies sitting on the shelves that grab peoples attention. While those of us who have been gaming and have been RM fans for decades will buy such products in whatever form we can get our hands on them, for ICE and RMU to be truly successful new fans need to be brought on-board and the best way to do this is a combination of attention grabbing hard-copies on store shelves and us experienced fans actually running sample games for people in such store environments.
Hell, I'd personally be willing to travel a fair distance to run sample games at stores outside of my own area (as well as at gaming conventions) to help re-launch RM (or rather launch RMU) and grow the fan-base of RM followers.