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backcountry.com apology

Sunday,  05/01/11  09:21 PM

Don't you hate it when a public figure or company says something stupid, and then they issue an apology which isn't really an apology?  The problem is that "I'm sorry" has two definitions: it could mean "I screwed up and I apologize", or "something bad happened and I wish it hadn't".  So often people try to slime out of the first with the second.

Well not Backcountry.com.  I don't even know who they are although I am apparently on their mailing list, and yesterday they published a real apology:

Well done.  They screwed up but in the wake of their apology I am actually more inclined to do business with them now than before :)