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Forgiven? Sure. People make mistakes and they were humble enough to apologize. I don't know Seth but the statement seemed sincere and the fact that they pulled it down means that truly regret doing it.

Forgotten? Probably not. My recommendation to dealers is that they should do what their bottom line tells them to do. If Edmunds is working for them, then I don't recommend dumping it over this incident. I am not as well versed as others on the activities of the company but if this was the only misstep then I see no reason to hurt business for the sake of principles, at least not in this case.

On the other hand, if I owned a dealership, I would have a hard time reconciling the perception that the company displayed. Even if it was for fun, it was a damaging type of fun that at least partially exemplified how they really feel. The product itself seems to be a play against the aspect of our business that has helped it stay afloat despite obstacles based on old stereotypes.

With all that said, I wouldn't tell a dealer to dump them over this but I personally would have a hard time working with them. Of course, it's easier for me to stand behind principles when it's not my bottom line being affected.