Well-known Guru stole my image. What do I do?

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A well-known guru stole an image from one of my websites.
Note, this is a multi-millionaire major dude household name IM guru.

Like many of us here, over the years I've experienced
having my images, ebooks, adcopy, and other i.p. (intellectual property)
getting infringed upon; in fact I even experienced being "site jacked".
(where someone cloned my entire website, hosted it on
their server, and was even selling an illegal copy of my ebook!)

Normally in these cases, I serve DMCA notice on the criminal's ISP
via fax and Fedex. Under Federal DMCA law, if the accused person
cannot show proof of ownership for the intellectual property
within 24 hours, then he must immediately remove the infringing content.
If he does not, then the ISP is obligated by law to cancel their account.
(Note, if the ISP does not comply, then they become legally liable
for the stolen materials--which is why ISPs are quick to cancel
a measly $19 hosting account rather than deal with legal issues)


Onwards.

I had communicated with this guru in the past.
So as a professional courtesy I decided to attempt to communicate
with him rather than serve his ISP with DMCA notice.
And I'm not the type of person who would advertise his
name + this issue on any forum or elsewhere.
So here's what I did:

1. Thru WF, I PM'd the guru and his JV partner
   
   
2. The JV partner replied, explaining that he had nothing to do
   with the image.
   
   
3. Next I PM'ed the guru and JV partner once again,
   saying that because the issue has nothing to do with the JV partner,
   I wanted to keep the JV partner out of the loop and communicate
   directly with the guru.
   
   
4. Still no reply from the guru.
   
   
5. The JV partner replied, claiming he spoke with
   the guru and it turns out that the guru's in-house graphic guy
   "accidentally" acquired the my image, and the jv partner
   then offered me free stuff or $100 as a concession.
   The jv partner (not the guru) apologized for the incident.
   EDIT:
   Clarification: The $100 was not offered by the guru or his employees.
   It was from an uninvolved third-party and is not a valid offer.
   Besides, I'm not wanting any money, from anyone here.
   
   
6. I replied back to the JV partner, explaining once again
   that the issue is between myself and the guru
   therefore I desire to communicate with the guru directly.
   
   
7. I made further attempts to contact the guru but no reply.

So here's my issue. While the guru is responsible
for the crime, he chooses to communicate with me thru a third party.
(i.e. his jv partner, who is not his employee) The jv partner keeps
telling me how the guru is a "stand up guy", however I would
think that if he was, he'd immediately get in touch with me.
The guru should apologize directly, not thru a third party.
Even if he's busy with a launch, he need to take a time out for this.

Having someone steal your stuff is one thing, but having them
use a third party to apologize is 100 times the insult.

Ironically, the concession offered to me by the jv partner
was a free copy of their product **or** $100 cash.
Note the "or". While I couldn't really care about getting
either the free stuff or the money, the fact that there was
indeed an "or" to the offer is yet another insult. (hey, it's an
e-product, so why not offer cash *and* the e-product?)
EDIT:
Clarification: The $100 was not offered by the guru or his employees.
It was from an uninvolved third-party and is not a valid offer.
Besides, I'm not wanting any money, from anyone here.


If I were a multi-millionaire and discovered that one of my employees
stole from someone, I'd personally jump on the phone with the victim,
apologize, and then do something nice for him.

I PM'ed the guru several times, plus sent a message via his
personal personal double secret direct contact method.

The guru still hasn't gotten in touch with me.

And I'm not sure what to do next.

EDIT:

I want to stay on good terms with him, and further do not
have any desire to disrupt his launch, which of course
would hurt all jv partners who are invested in doing emailings
promoting his launch.

And I do not want money or free product. This is a matter of principle.
I want the apology from him. Not from a third party talking on his behalf.
(if the kid next door punched your kid, would you let him accept an apology
from some other kid down the block apologizing on his behalf? No way!)

EDIT:

My image is embedded in his video, on his salespage that is 100% video.
It's not simply an image that can quickly be "pulled down". Having to edit
that video to remove my image would probably disrupt his launch.
And that is not my intention.