PJ.
In an Ideal World ...
Surely you don't expect ANY company to defend an ASA complaint with "sorry. Our mistake. It won't happen again"? They have the right to offer an explanation as does every retailer. You might not agree with their explanation. Or more to the point, take issue with the fact they have dared have one. But thankfully this is the society we live in. A society where the accused have the right to defend themselves.
I have seen links from the ASA website with complaits upheld against bid with that exact attitude, sorry the presenter is live and makes mistakes won't do it again guv etc.
PJ