I see your POV here. I think his intentions were not malicious or to screw someone over. Again, a mistake made and possibly poorly communicated desires in which he wanted to conduct the order of purchasing said chips. I don't agree with publicly posting private conversations without permission of the other person but that's merely my opinion. I certainly can warrant the sellers frustrations, I've been there too. Timing can be tricky sometimes, I've personally worked with this seller with nothing less than flawless results during my transaction. I think it boils down to a lack of or a poor attempt at communicating intentions. Again, just an opinion, I wasn't involved in the conversation in anyway.
Consequences, sure. Negative feed back is fine. Public bashing is poor taste and doesn't resolve anything imo. Again, I strongly believe this is something that moderators can set up a resource for, the person getting "shafted" can file a complaint, if the mods see it as an offense it can be posted into a log we can access publicly. No thread bashing needed. You can even put a ranking system so if theres multiple offenses it will show