I only cut and paste'd a section of the email. He did accept that having it advertised but not available for four months, dropping the price in that time, and advertising it consistently for less than half the price of any other outlet for the duration whilst not being able to actually supply whilst other outlets can (at the realistic retail price) seems a little bit strange.
The tough bit was to persuade him that it was bait simply because it was misleading and attracted a potential customer in, not because there was a deliberate higher priced or lesser quality alternative on offer.
