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> "We have a responsibility to protect your information. If we can't, we don't deserve it."

There are 2 problems with this:

1. You didn't, so you don't.

2. Deserve it? What? Why would you deserve our information?? You don't deserve our information, or anything, really. This is a business transaction. You provide a service, that we pay for with our data. How much of our data is your service worth, is what needs to be discussed.

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> deserve our information

Deserve the responsibility.

3. Don’t apologize if it’s obvious that you’re being incredibly insincere, unless you’re a great actor. People can smell that kind of non-apology a mile off, and they’ll hate you for it, and distrust any apology that comes later.

4. Don’t make a big show of being apologetic if it’s likely that there’s another shoe waiting to drop; that looks less like an apology and more like a coverup.

5. Don’t make obviously misleading, false, or self-serving statements in an apology.

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