David, read his terms and conditions which state any bike he sells will almost certainly need repairs or maintenance as soon as the bike is bought from him. before you even ride it. This was brought out well by the Judge that he had conditions which break UK laws but in the advertising he states he complies with all laws.
Walter Mitty character and a clever salesman at telling lies. Very threatening if challenged and calls your bluff if threatened by legal action.
Taking suppliers to court does not discourage me at all and in every case i get swindled, they will face a Judge. That included the now defunct Lunn Poly holidays and Ford motor company who also paid out a lot more than they were thinking they would.
This Russell Insall calling himself Russell James should be out of business by now but suckers are out there like my Stepson who bought before telling me what he had done.