The retailers did not lie to their customers. THe retailers were under the impression, put out by Hoback , that the knives were Made in the USA. Hoback knew that was not true, Hoback said he didn't correct those assumpti0ons because he didn't want blowback.
Retailers put out information that they thought was true. This was not intentional.
Hoback, at the very least, used deception and misleading statements to make it seem as if his knives were all US made, and when people published info based on those impressions, he let that information stay because he didn't want to have blowback. That is an intentional act.
Retailers dealt with the issue as soon as they were informed, even though it may have negative consequences. Hoback did not deal with the issue until he was forced to because he thought it may have negative consequences.. See how those are different?