Bungie just shot themselves in the foot.
I don't know how much the rest of you know about the Beatles (I'm an expert), but honor and shame are huge parts of it. It's not like it is in America where you can become successful by being an asshole. If you screw someone over in England, you bring shame to yourself, and the only way to get rid of that shame is repentance.
What this means is the english public, after hearing about this, is not going to want to purchase any of Bungie's games. This is HUGE. You can laugh all you want, but Bungie has alienated an entire market with this move.
Bungie, publicly apologize and cancel your new game or you can kiss your business goodbye.
You didn't change enough.