Im sure every motor journal publication naming the specific dealer and the specifics of the event were invaluable for the customer in securing the deal after winning the bid. Fact is 4 to 6 thousand dollars would never be enough to reverse the damage to that dealers reputation, Im sure the dealer owner regrets everything from buying a used gtr as a Honda dealer, listing the car on ebay (allegedly) forgetting a reserve (more likely expected bids to easily beat 55k), and finally denying the sale only to be blasted industry wide. Hopefully they learned the lesson here... Stealerships need to keep their dealings private to avoid being exposed as cut-throat salesmen willing to bait and switch.