Attention America: How to Apologize

Kick me if I'm wrong, but this sounds like an actual apology, rather than a typically tiresome and worthless non-apology apology we've come to expect from corporate America. From Jeff Bezos at Amazon on the 1984 debacle:

"This is an apology for the way we previously handled illegally sold copies of 1984 and other novels on Kindle," he wrote on Amazon's site. "Our 'solution' to the problem was stupid, thoughtless, and painfully out of line with our principles. It is wholly self-inflicted, and we deserve the criticism we've received. We will use the scar tissue from this painful mistake to help make better decisions going forward, ones that match our mission."

For an excellent example of how to apologize, please see John Cleese's instructional tape, below.