With #1 and work your way to #3 or work backwards it is a sort of free country.
The large insurance companies are NOT dummies. They know quite well that VAs represent "sticky money", meaning that due to surrender charges, benefit bases, death benefit riders, etc, folks are not going to disturb that money for a good long time, maybe never in some cases.
I think Pacific Life is a good example, they sponsor seemingly every sports event in the country, their advertising budget has to be in the $10's of millions of dollars. Of course, M&E charges and other expenses pay for that in the end. They know that DB plans (pensions) have gone for most folks the way of the dodo. They also know their distribution channel is everyone in American that holds a Series 6 and insurance license, which is roughly 600,000 advisors, give or take, from you local bank, credit union, P&C insurance agent, and so on, to the FAs, CFPs, etc. In their minds, they offer the "perfect solution" by making "your IRA or portion thereof your own pension plan". The VA market is booming, mainly because of the boomers and the insurers feeding off the fear in investors. Main pitch? "Let's take a portion of your money, and GUARANTEE a stream of INCOME you CAN NOT OUTLIVE,that you can turn on ANYTIME YOU WANT. And, if the market goes up, you can get a PAY RAISE in retirement, who else is offering you that"? Most are written in IRAs because a) it is allowed, and b) that's where most folks have their largest sum of money.
Many layers of wholesalers, support staff, marketing budgets, etc, means there have to be high expenses for everyone to get paid. The insurer typically pay the advisor, insurance agent, bank, etc about 7% of the lump sum put in the product as a commission. This is assuming a 7 year surrender which well over 50% of all VAs are written as. The firm supporting the FA takes their cut, and the FA gets the remainder, and "everyone wins"................