Maybe nobody lost heaps of money but the way i look at these things, if somebody tries to con/fraud you, just because they didnt get away with it doesn't make it less bad.
If you read the entire thread you will see that HArry is not lying, he simply put up a question asking his fellow SAU members to help him work out whether Jim was stooging him or not. Jim has blatently denied making a false claim even in the face of overwhelming evidence (ie his ad on car sales).
Allegations of what offer was made for the car and/or bad customer service are irrelevant and off-topic. Who cares what offer was made on the car and who cares if he treated a potential customer badly (which he has every right to do). The point here is the car is falsely advertised.