[dav]

BT/Phorm need to be very careful that they don't generate even more adverse publicity for themselves by targeting "the little guy" (sorry Alexander, but you know what I mean).
The press loves it when corporate lawyers hassle ordinary people. Loads of column inches can result and it never looks good for the suits.

They should respond graciously to the apology and everyone move on.

However, that doesn't let them off the hook. The content of the leaked document obviously contradicts what they told the ICO and they now have some explaining to do.