Yes, I think it can be read as a "DYKWIA?". But, it's not meant with any amount of self importance, just as customer, just like the rest of us.

I treat ALL my customers as though they are DYKWIA's. I value that they choose to give me their hard earned money. I'm not sure BA value my business, or any other clients as much as they should. If they did, would it be fair to say this issue would probably not have happened ? I'm sure all other major airlines are targeted every day, but for some reason BA was the one that they penetrated.

Isn't this the same as the quality of security/alarm we choose for our homes and businesses, it's based on the value we place on the property it's protecting and how much it would cost in money and time to replace it ?

BA chose not to spend enough money or time(resource) on what's required to protect our data.