I can tolerate method bashing, chest thumping, and the standard "We are the best" hype, as I consider most advertising to be somewhat fair game, but I consider using the specific business name of a direct competitor crossing the line, and warranting immediate review and action by an Attorney.
From what I'm reading, the main legal consideration would lie in whether the information is considered to be true, accurate and up-to-date, or misleading due to it being false, out-of-date, inaccurate, vague, deceptive, or confusing, and that the comparison is accompanied by sufficient detail and relevant facts to support that the comparisons are similar enough to be truly comparable with each other.
A decision not to comply with a cease and desist notice would likely lead to him to having to prove his case in court as to why he believes the information is "true", which I find hard to believe that he will be able to pull off, and may also expose him to possible damages.
I would consider such actions nothing short of a PERSONAL attack on your livelihood.
The fact that he consciously chose to list competitors exact names as opposed to "Competitor A, B..." tells me he's a real d*ck.
