For the lack of a better answer, it sets off my spidey sense. Everything is too nicely worded- there is nothing spontaneous or "real" about it. Imagine if you were hearing those words spoken in person. I don't think they'd ring true.

The photo really is the kicker. Nobody has a photo like that just sitting around on their computer. Obviously a lot of effort, from a number of people, went into producing and editing this blog post. Do you believe the same, obviously skilled, team that produced this finely crafted apology could have unintentionally introduced a pricing structure that jacked up the bill for many of their customers?

I'm honestly surprised that so many people fell for it.