You (and certainly I) wish to have the amount of traffic [1] Tumblr has, to put it simple, this is an awesome problem to have :-)
With that being said, they didn't take it lightly:
"know that this is absolutely unacceptable to our team, and unacceptable for a platform determined to be the best place in the world for your creative expression" [2]
I mean, what else can they say? Refund the customer's money? They've already done that.
[1] http://www.quantcast.com/profile/trafficGraph?wunit=wtpub%3A...