Spot on Helen. On first hearing about it I thought it was a smart idea. However as time has unfolded and articles like the ones you highlighted have been written, it's clear the right thing to do was for them to retreat and go back to the drawing board.
Was full of good intentions, but unfortunately the translation from theory to reality dive-bombed.
I agree with your comments re: the wording of the first Tweet - it's not the best because it doesn't show the human and apologetic side and agree it smacks of legal/bottom covering. I wonder how many revisions it went through to get to what was published.
I wonder if anyone else is working on something similar, and if so what will be learnt from this situation or if it has scared them off.
Fab article as ever :)