Reference my comment re class action, I believe these companies will take it on on a "no win no fee" basis.
I could be wrong but don't think so,
if you lose and costs are awarded against you - guess who gets to pay? Not your lawyers, but you! Sure you don't have to pay your solicitors, but you pay the other side.
I seem to recollect something like that happening in Aust. in just the past few months?