There are pros and cons going with either option
Luthier: You get the guitar customized to your personal preferences (within the comfort level of the luthier). You pay less because you cut out the middle man. You enjoy the journey of watching a guitar being built specifically for you and building a relationship with the luthier. The downsides involve the risk of getting a guitar you are not totally happy with (even with a return policy I'd imagine many people avoid this because of the awkwardness it might create). You also have to deal with wait time, which can be as low as a few months to several years.
Dealer: No wait time. The opportunity to try before you buy so there is much less risk and surprise. Returning an instrument is also less painful and you just lose out on shipping. You can even try several guitars side by side and compare them. The downside is you pay more, the guitar isn't built exactly to your specs, etc.
I used to be really drawn to the idea of getting a guitar straight from the luthier because of the exciting allure of the whole process... now I would much rather go to a dealer since playing, comparing and trying before you buy would be a bigger priority for me and you cut out a bit of the risk on such a big investment. I would only buy directly from a luthier if I had the chance to try at least 1 or 2 of their guitars in person so that I have a sense of what their guitars really sound and feel like. Trying to determine if a guitar is right for me just by listening to videos, reading reviews, is insufficient since guitar preferences are so subjective and personal. The last situation you want to find yourself in is being stuck with a really expensive guitar that will be difficult to sell without taking a significant loss on. I am often astonished to see how hard it is to sell if guitars made by really well known, sought after makers. In the end after you've taken the counsel of others into account, just do what works best for you.
"Success grants its rewards to a few, but is the dream of the multitudes.
Excellence is available to all, but is accepted only by a few." - Christopher Parkening