And absolutely don't use distancing language (http://en.wikipedia.org/wiki/Distancing_language http://en.wikipedia.org/wiki/Distancing_language). A single "sorr

And absolutely don't use distancing language (http://en.wikipedia.org/wiki/Distancing_language http://en.wikipedia.org/wiki/Distancing_language). A single "sorry" is worth a thousand "we apologize"-es.