I think you guys are being a little too hard on him, especially in lieu of the fact that he did contact customer service and was given a "too bad" reply.
When you bid, there is a little note that says "your bid is your contract" Contracts work both ways. You are bound to pay, and the other party is bound to deliver what you bid on. (or a product of equal value)
According to him in his first contact with customer service, he was not offered a substitute, just an "oh well".
Now, having said that, I'm sure that Cbid will do the right thing. They always do.
Nothing wrong with open discussion in my book.