I do agree, Weaver.
Also, BT are claiming to be whiter than white, arguing that the spam was for charity, and they supposedly gained no financial benefit for themselves.
Rubbish! By falsely promoting charity, their image stood to gain a great deal of PR. The PR benefits could easily have been more than enough, by orders of magnitude, to compensate for the pathetic fine, of £77,000.
And as a business, looking after their shareholders, faced by the toothless tiger that is ICO, who can blame them? By my maths, the fine works out at just over 1p per offence, pretty good value to a corporate bean counter, certainly no reason to change their ways.