strange quote from private parking company

Coupon-mad

timaus said:
Good afternoon,
Thank you for your recent communication.
Please be advised, you did not submit a formal appeal. Within your previous correspondence, you highlighted that we had sent it out of the time frame.
Within our response, we informed you of the correct process in line with the BPA code of practice.
 
If you would like to submit a formal appeal you will need to submit a formal appeal either online on our website xxxxxxxxxxx please click on 'got a parking ticket' in the right top hand corner. 
This is what I have just received from them in response to the email I sent. 
I used the link on their website that they are referring to in the first place. If I clicked appeal then surely I have made a formal appeal? 

Yes you did.

Email Gemma Dorans and open a complaint with the BPA that Smart Parking have refused to consider an appeal about the POFA (made using their appeals page) as an appeal.  State that they CANNOT pretend this was not an appeal.

gemma.d@britishparking.co.uk