You do know he is doing it to himself right?
I've had public complaints on forums. I have had 40-50 page threads as a PR guy for a company. I keep my cool. I stay professional. I'm polity. I can spell. Coherently. And in general, I look to the standards of corporate America when it comes to issuing statements.
Generally, I can turn any lynch mob on itself and get good publicity from it. Other professionals have done the same. Complaints are a company's opportunity to show just what it is made of.
A complaint was placed. The owner of the company chose to handle himself in public as he has done. Might he have been baited? Possibly.
But for me, as a consumer, if a company owner posting as an official company representative behaved in such a way, I'd avoid that company like hell. As a company owner, if I behaved less than professionally, then I'd expect no leniency. I would man up, apologize, fix the issue and use the issue to highlight how my company handles itself better than my competitors.
This thread COULD and still CAN be a place for 1st class to show itself as a company that lives up to it's name. That opportunity is closing though.