It would appear that the BBC is now being bitten on the bottom by a situation it should have acknowledged and dealt with some time ago.
Specifically - if as the DG says, the BBC is making impartiality the central core of its values, then that rule should be written in large capital letters in each and every contract signed by any employee, contracted or freelance, news, sport, music, gardening, anything at all.
What has happened is one of two things.
Either the BBC has written such obligations into it contracts, and Mr Lineker has decided to flout them for his own self-aggrandizement, in which case he should have disciplined, suspended, and dismissed.
Or, the contractual wording is absent, or so woolly it can be willfully ignored without sanction.
Neither of these options show the BBC in anything approaching a good light, and its continued dithering merely makes it look even more ineffectual.
Today therefore, we have Mr Lineker deliberately tramping all over the situation with gleeful abandon, advertising his contempt for his employers, and the license holders who pay both of them.
And the BBC telling us that they are jolly well going to be really really cross, and their naughty boy is going to get a serious finger-wagging and asked pleadingly not to do it again.
Lineker looks arrogant and stupid, the BBC looks weak and stupid, and this could and should have been seen and dealt with when the issue of tweeting first raised its pointless head.
The BBC has to act today, and make it clear that presenters are not beyond its control, and it will not have its rules flouted, even though it may not have actually advised people what they are.