This is contract law and all it takes for the whole agreement to not be binding is a simple failure to meet strict definitions of the various roles.
Your analysis is plausible. But, the "rub" is in the details defining a "customer" under the contract. I suspect that too is for the court to rule on. A separate legal entity, even under substantial ownership or control of Rossi, might still qualify as a "customer" unless such is specifically forbidden.