That’s the point. It doesn’t matter if they’re doing it or not. They’ll still have to defend. It’s the cost of defense even if they’re not doing anything wrong that would drive them out of business.
Report to the ATF, the government investigates, no cost to the defense.
Sue to collect a bounty, the defense has to pay to defend even if innocent with no ability to recover any costs.
Guilt doesn’t matter at all here. Just pick anything you don’t like, deputize someone else to deal with it, no recourse available.