The business risks of being overly-apologetic are minimal; those who were not affected, or didn't care, will dismiss the statement and carry on. However, the r

The business risks of being overly-apologetic are minimal; those who were not affected, or didn't care, will dismiss the statement and carry on. However, the reverse is not true; an insufficiently-apologetic email would only serve to enrage customers who were already upset. These users would then be exponentially more likely to sever their relationships with the company. Although I agree that this approach is a little off-putting, I think it may only read that way to someone not in that second group, which is really who the message is targeting. That's my take, at least.