In an attempt to help FortressSeating, since they don't seem to be doing it themselves, I've drafted a response for them to post :D.

"While my intentions were good, in retrospect I realize we should have handled it much differently. We're implementing a new policy because of this experience, and going forward all communications with existing dealers and potential dealers will be considered confidential to that dealer. I apologize and assure all our dealers and potential dealers that this situation won"t be repeated."