> Why is this a hard thing to do? It’s literally what everyone who ever messes something up is asking you to do. Because you're treating a service-client relat

> Why is this a hard thing to do? It’s literally what everyone who ever messes something up is asking you to do. Because you're treating a service-client relationship as an interpersonal relationship. They are not, and the same norms do not apply. That apology, and its implicit premise(s) and promise, is rooted in the norms of intimate, interpersonal relationships. Those do not apply. When you screw up and ask your spouse's forgiveness, the psychosocial interaction is quite different from when a CEO fucks up, writes a mea culpa to the faceless masses, gets his draft looked over by a PR flack and a couple board members, and then sends it out to the highest-impact social media circles for his service and waits to see what his KPIs do.