I haven't had such issues because I try to avoid online purchases because I never know when and what will I get in the mail.
What can you do is (if you want to escalate the situation) involve your credit card bank, you might be able to dispute the charge as you haven't received the correct product. This could put pressure on Sub70 to resolve the issue.
If you didn't use a credit card though you can escalate directly to Sub70 Higher-Ups, search for their contact info on their website, if they get cocky with themselves, then lawyer up and let them solve it in your place.