You don't need to lower your head that much. Unless I'm wrong about something, that individual own more apologies to you that you own to him. You're falling at "troll baits" here and humiliating yourself.
No, Bitcoin doesn't need to have dishonest people as part of the community, but if the Bitcoin businesses want to promote Bitcoin then there needs to be professionalism, honesty, and trust - even when dealing with scammers. This scammer wasn't even really a scammer or a troll - just some coward who didn't do the right thing and return the Bitcoins. The problem with the original response is that it turned some dishonest Bitcoiner into an active agent against Bitcoin with a personal vendetta - which the Bitcoin community needs even less.
Even if the scammer doesn't deserve it, the apology is a classy thing to do and shows that the BitcoinStore is willing to make things right if they've done wrong - the kind of thing an online retail business should do.