Looks like the Trib has a brief article on the Seagull/Deseret Book situation.
It looks like the whole thing can be boiled down to a misuse of posters.
"As a premier brand, we provide all sorts of merchandising and marketing opportunities, such as posters and displays. They don't and haven't taken advantage of those (opportunities)."
If only Seagull had used those posters, this whole situation could have been avoided.