Any businessman keeps a sharp eye on their competition. Inevitably in any small industry you end up knowing quite about about your competitors, and it isn't unusual to reveal adverse information about your competitors to customers. It is somewhat out of the ordinary to put that information in writing. Likely as not, some of Kircher's information came from shared vendors, in which case he's put them in an awkward position. You have to wonder why he's taken the gloves off; it is not without risk.