>They admit the mistake was theirs and they take responsibility for it. They say sorry. They explain what they're going to do to fix the situation. They say they're going to learn from this and not have similar mistakes in the future. Pretty solid.

This doesn’t really mean much by itself. These are elements of the BP apology for the gulf spill as well. The only thing that matters is actions taken. Anything else is fluff part of standard PR.