How Much Does It Cost to Apologize for Porn?

Despite NBC banning sexually explicit ad content from the Super Bowl broadcast, Comcast customers in parts of Tuscon were exposed to about 30 seconds of a pornographic film which interrupted Comcast’s Super Bowl coverage on Sunday.
According to The Huffington Post, Comcast suspects the work of hackers.
The company is paying each of its affected customers a $10 refund.
Blog reader Philip Ravenscroft e-mailed us with this question: “How did they decide $10 was the correct amount?”
Furthermore, if $10 is Comcast’s estimation of the damage 30 seconds of porn incurred on the average viewer, should it have paid more to families watching the game with small children, or — since the porn clip interrupted the game right after Larry Fitzgerald‘s last touchdown in the game — Cardinals fans?
And most important, what about the people who enjoy porn? Should they send back the refund — perhaps with an extra dollar or two?