A proprietary module sitting on top of GPL code does not violate the license. If their module is 100% independent -- it does not contain any code borrowed from the GPL'd software -- they can do whatever they want. Speaking practically, the module depends on GPL code to do anything, but the technical guts are all that matter when it comes to legal ramifications.
Their only requirement is that they redistribute the GPL'd code, which usually means a page on their site stating the use of Zen Cart with a link to the project site. That happens almost as a matter of course for a vendor developing modules for a third party project like Zen Cart.
An example.
Let's say your module developer utilizes some of Zen Cart admin graphing functions, say zen_get_banner_data_yearly. If their module simply calls the function that natively exists in Zen Cart, they are all good with the GPL. However, if they decide to copy that function to their module, and make some adjustments to suit their needs, now they have a problem. The act of modifying the source code places everything in their module under the GPL, and they would be legally obligated to release it.
In this case, you have no evidence that they've borrowed code, so you're on really weak footing. A better approach be to point out larger vendors who lead by example. This site runs on vBulletin, which is 100% proprietary and does provide source code to each and every client (they distribute just regular ol' PHP, no encryption crap). They're a lot older and bigger than your module vendor and they've done alright.
Does this kind of thing happen? I'm sure it does. Is it legally enforcible? Technically yes, but the reality of the situation -- time and money required to bring suit -- makes it almost impossible. This legal gotcha nonsense is one of the big reasons why more permissive licenses like MIT have gained popularity in recent years.
If you'd like some additional reading, ChooseALicense.com is a great resource for additional information, and this blog posts puts things in fairly human terms.
[Obligatory notice that I am not a lawyer, consult your attorney, blah blah blah]