I don't think the fact that he used a pro form should matter. When I worked at a ski shop when I was younger I always used proforms. To me working for crappy pay was worth the discounted lift tickets and pro forms. I had an issue with a board that was damaged in the mail from a pro form order. The company sent me out another board right away. No matter how you get a board if the customer service is bad then your most likely not going to want to rep company.
Snowboard companies look at proforms almost as a way to get the shop workers on there boards and then(if they like the board) sell it to the public.