This has been discussed a lot of times before. KNC terms and conditions say they sell only to businesses. That way, they can offer a limited 1 year warranty rather than the normal 2 year consumer warranty a consumer is entitled to.
I think it's really pissed me off hearing him say "We are selling to the general public, anyone can buy from us" and then their t&c's, written long before this interview, say the exact opposite:
"1.2 The Products are sold for business use only and Purchaser hereby accepts that it has purchased the Products in order to conduct a business."
and
" 6. Limited Warranty
6.1 KnCMiner warrants that the Products, will perform according to the at all times published specification for a period of twelve (12) months from delivery"
yes but business customer have got usually signed contract with section about delivery condition and penalty if goods are not delivered as agreed. (usually discount in % of original price)
HAAAAAAAAAAAAAAA HA HA. You obviously live on another planet and haven't read the actual t&c's. You don't have an order with them do you?
8. Delivery Terms
8.1 The Products are delivered EXW (Incoterms 2010) to the delivery address specified by the Purchaser, unless otherwise agreed.
The delivery date is provided for information purposes only and shall not be binding on KnCMiner. The Purchaser is not entitled to refuse acceptance of the Products, withdraw, cancel or revoke the order or make claims for compensation due to any delayed delivery. 
EU customer protection laws are quite good
You can even write in your T&Cs: 'no refund in case your neighbor is a moron'
but it's does not mean anything, because there are laws which break all (invalid) T&Cs
And I guess selling to private persons (w/o VAT-ID) and stating 'business use only' is just another of those terms.
Anyone from Sweden in here?
One consulting session of a Swedish layer should not be too expensive, we might collect some satoshis via escrow in order to get reliable infos regarding this.
Swedish passport holder reporting in. No, you cannot contract your way out of consumer laws by pretending the sale is for business only while accepting orders without VAT or other supporting evidence of business operations. I was a bit unsure myself, so I contacted our office for consumer rights in Sweden and they confirmed it for me. However, this sadly does not concern me as I did buy thru my workplace.