That's not how I read it.
From my point of view, DiDio asked retailers to not voice their complains to the fan but to address them to DC only. Which seems to me to be really standard procedure in company business, and even administrations. It's not unrealistic from a company to expect if not loyalty, at least not active sabotage from companies working with him lower down the chain of production and distribution.
DiDio wasn't saying that fans and retailers' complains are unwelcome. He asked the latter to not spread negativity toward DC to the fans coming to buy comics, which is quite understandable from a company viewpoint. DC wants to sell more comics and if a new reader come into a comic store only to hear that "DC does that which is bad" and "DC didn't do this when it should have", it'll generate a certain amount of negativity which can drive him away from DC in the end.