Setting 'no earlier than' dates, clearly caveatting those with saying that decisions will be driven by the data, specifying the tests the data would inform, and spacing the phases 5 weeks apart so the/any effect of changes have time to show up in the data was a reasonable approach. Some may not see 21 Jun as a 'big issue' but business and general life needs an indication of dates for forward planning.
Edit: Here's a plot of UK) cases (blue) and admissions (orange, multiplied by 10: it's the correlation I'm after), hospitalised (grey).
View attachment 591849
Cases bottomed out at around 2000 on about 30 Apr (but essentially 'flat' for about 20 days 20 Apr - 9 May).
Admissions normally lag 'cases' by maybe 9 days. But it's been 'flat' from 27 Apr - 23 May; rising slightly since then, but matched by greater discharges from hospital COVID beds.