That's up for customers to judge, the sincerity factor. The customer relations consultant can coach. Still up to the CEO. CEOs in the USA have been forced to step down for less. You are probably right. Evasion doesn't work. It's not about wrong or right, it's about getting along. Sometimes this requires swallowing of pride and changing perception. Whether one thinks perception is true or fair, it's perception, the existing reality. I know how other cultures work and would have a hard time understanding this. Americans I've witness are good at swallowing pride, admitting wrong, and doing penance. Small price to pay for doing business. Whether it's fake or not, the American public seem a lot more forgiving. Asians take it personally for life. Look at how Jude hates me still and continues to badmouth SBAF behind the scenes. Is it worth it to be right "I was only kidding", but lose exposure from influential sites and the grace of the customer? That attitude in fact only digs a greater hole. Might be irredeemable now. That $100k donation to BLM or other similar causes may actually be necessary now. Or he might have to blow up Stone Mountain.