I think you are missing the point. He may be knowledgable and he may have great prices and he may have lots of cool stuff, but HIS employee by his own admission, made a mistake and his solution is to threaten to sue the customer that tells folks about it...not exactly smart marketing.Actually you should come over and see us we always have a lot of cool stuff - I will do better on the price thing and I can assure you Bruce is cool... He knows alot of stuff he has been a class-3 dealer and registered dealer for a long time.
An apology from Bruce may mitigate some of the damage.