Telling GP to take a hike might sound like and may even be a great idea if you are just in the rocketry business.
While not the only supplier of R/C supplies,which makes up the bulk of my sales, their advertising is everywhere in the hobby magazines. To not supply what they offer (proprietary) would be to shoot myself in the foot. They carry what everyone wants. There are loyal customers out there who will buy from me. There are others who will go to the shop with the lowest bottom line.
By not even offering what they have for sale I would be committing financial suicide to try to prove a point. Sounds good in theory but in practice it sucks.
Our store does OK in the grand scheme of things by being very diversified. We sell a lot of rocket stuff along with R/C cars, plastic models, games, doll houses, airplanes, helicopters, magazines, etc. The competition is stiff and you either do what you need to do or stay home.
Taking on a legal battle in the cutthroat world of hobby dealers sounds like a bad idea to me.
Back to the Aerotech issue. What is the difference in listing only retail prices one place on the website and then announcing that prices on "X" motors will be 40% off during the month of Jancember. Sounds more like a website maintenance issue to me than anything else.
My guess is that another dealer complained about the lower advertised prices.
If a dealer has a lower regular price on Aerotech motors why not let them say so? At least the rest of us will know. Or...maybe that's the point. Others don't want us to know.