Regardless, at least the ICO is starting to impose fines than DO appear on the balance sheet as tangible numbers, not the piddling £10,000 £250,000 fines of the last decade or so, that were nothing more than rounding errors.
And, frankly, Marriot's response is leagues ahead of BA's in terms of admission. BA's was nothing more than and indignant 'harrumpf' and a plaintive "we are unaware of any loss to anyone [so why should we be fined]" bleat.