I have to agree with HarryKUK on this. Too many FTers seem completely out of touch with how much Joe Bloggs knows about airfares, nor should they need to in reality. I know from helping friends buy flights and giving them info on some great prices to places that crop up and they will shrug and say "that still sounds expensive" or "I saw it for far cheaper than that" when they clearly didn't and are mistaking business class for premium economy etc etc. Some cases may be clear cut but this example to me does not seem to be and in instances like it the protection should fall on the side of the consumer.

Joe Bloggs will not know that BA have never offered SYD that low before or what the usual sale price is. If I enter into the same contract for a F ticket for £10k and then try to cancel the ticket claiming I would never buy such an expensive ticket on purpose on my salary, that it is an outrageous price for the product compared to the J price for the same flight at £2k (or whatever) and that they should have known from my previous spending habits that I haven't purchased flights for that amount before that it was an obvious mistake - I'd like to see how far that argument got me ...

(And before somebody States the 24hr cancellation period it's a bit of a moot point - was this not more that 24 hours after? In any case there is no time limit seemingly in place before they void a ticket and in reality their acceptance of the price and issuing of the ticket is the contract in place. The fact it is automated is BAs choice - if they want someone to manually process tickets they have that option)