What is the finish? Is it a hand rubbed blade? Satin finished? Etched? Damascus?
If there arent any fancy blade treatments or polish (which ist sounds like there isnt), then any maker should easilly be able to take that knife back and remove those lines.
How deep are they? You may be able to get them out youself if they are shallow and the knife isnt a presentation knife. We need more info....
Also, many makers do put different finishes based on the intended purpose of a knife. If a customer says he wants a knife to dig holes and chop firewood, a maker may not take 4 hours to handrub that blade to 2000 grit unless its specifically agreed upon. Regardless, grind lines or sanding lines should at least always be in the same direction, be it lengthwise for hand rubbed, or vertical if the finish is a grinder finish....any fishhooks or perindicular intersecting grind lines or sanding lines are a fit and finish flaw in my eyes...but maybe thats just my style.....