BBB is a non-profit organization funded, not by any governments, by giant corporations. It was implimented to provide a median between business and consumers, and the rating system is kind of a joke. So..a company gets a "F" rating...you think a consumer is going to check with the BBB before buying the product from them?
Even if you get a bad rating with BBB, nothing actually can happen to you business(besides a letter entering your mailbox). It's kind of a joke really. The only reason K2 might take this somewhat serious, is if they intend on selling the company, or looking for high-end stock purchasers.