I just rang the 0800 number from my landline and had both my better halfs' number and my own removed.
The chap with whom I spoke was very understanding of the privacy issues and as wel as assuring me about the possible "marketing" use of the numbers voiced his own concerns about the service - do be honest he did not believe the "service" will survive.
The two numbers have been marked as ex-directory but not expunged as removal would lead to the reinstatement during the next phase of db update.
The reason for the four-week delay in "removal" is that connectivity are only paying a third party for a four-weekly update to the db; they are not performing the actions themselves, instead farming it out to that (un-named) third party for sanitisation.
I have additionally written to phonepayplus, given them all the details of my complaint and if I find either of our numbers on there in future I have given notice of legal action, not limited to, but including, misuse of private information, possibly illegally obtained private information, other DPA abuses and extortion based upon the fact that it will cost the user to opt-out of the "service" given their standard removal instructions.