That's just because we're using weasel words. When I say "mess up", I imply a quantity of mistake that is beyond acceptable for the value I get. You seem to q

That's just because we're using weasel words. When I say "mess up", I imply a quantity of mistake that is beyond acceptable for the value I get. You seem to quantify "mess up" to a much smaller degree, like "mess up" implies a reasonable set of mistakes. So we're not discussing the same scenario, due to us quantifying "mess up" to different degrees. It seems if we normalize our quantity of "messing up", that we actually fundamentally agree. No amount of lack of or of providing an apology really affects the consequence. Mess up within reason, you don't even need to apologise, as long as I'm still getting good value I'll continue to be a customer. Mess up beyond reason, and an apology won't help, as soon as I'm no longer getting good value, or if you're actually providing me negative returns, I will begin to look for an alternative.