Freddie Bourne, a St Andrews University contemporary of the Duke and Duchess of Cambridge, has registered a business assuring dream wedding soon after an email about Heidi Withers was leaked on the internet. In a conversation with The Daily Telegraph, Mr. Bourne has expressed his views on the episode and said that the timing was nothing more than an "unfortunate coincidence".

On the other hand, a public relation expert, Max Clifford, has marked the episode as a "gift from heaven" for the new business of Freddie Bourne and stated that it was a stunt, drafted for PR, and he must be congratulated for the initiative.

Additionally, a reputed London brand consultant, Louise Ellerton, of The Value Engineers consultancy, said that publicity can be a double-edged sword, securing high publicity for the new business or may be some notoriety.

"That clearly might not be ideal from the founder's perspective, but as time goes on the public memory is quite forgiving", explained Miss Ellerton. "It's a case of getting through the initial period after the flare and then capitalising on that awareness in a way that tells the story they want people to hear".