I have mixed feelings about this...yes, the goods sold were still at good prices, and I haven't seen anything to indicate he hasn't delivered what was promised.
However, having spent my career managing overlapping channels of distribution, most manufacturers have ideas of what their route to market ought to be. In many cases, authorized resellers are required to buy and hold inventory, run specific promotions, and are encumbered by a reseller agreement. That's not anti-capitalism...it's the way to protect a brand and the manufacturer's investment. As another example, when Victorinox first launched their watches in the US, they had very strict rules about pricing, sales, etc...and actively pursued anyone who violated that. Back to GoLite - if you're a reseller like Backcountry.com,. for example, you buy into the program expecting to do a certain amount of business...if that is undercut by someone who doesn't pay for advertising, but snipes away some of your business, you may give up your legitmate business in favor of the grey market. But now GoLite has lost a likely larger reseller in favor of an occasional reseller like John here.
I do see both sides, but believe GoLite can set whatever policy they want. However, the deception is the problem I see, and if John felt what he was doing was legitimate, why didn't he simply tell them his plan?