The IOC vs Richard Giles: More Detail in Flickr Licensing Drama

Richard Giles, whose Flickr photo was at the heart of the IOC-vs-Flickr drama, has posted a follow-up to his initial report. The IOC have since clarified their nastygram in a way that makes slightly more sense, but still raises some questions regarding the IOC's comprehension of things like "the Internet" and "licensing". The IOC wants Richard Giles to change this Olympic venue photo licensing to "all rights reserved", but, like a good netizen, he prefers the CC license.

What would have made more sense would have been for the IOC to contact the bookstore in question. After all, the original Creative Commons license was breached, so one could safely presume that the bookstore would have taken the photo from Flickr regardless of which license was used in the first place. 

Overall, it's safe to say that the IOC handled this badly. They put themselves on the back foot in terms of public relations when they had no need or reason to do so. What stopped them from sending the second letter first?