Maybe I'm overthinking things (or don't know how Twitter works) but coming out with that public apology for all of twitter to see, and then ignoring all the comments and just going back to business as usual with their most recent tweets being about holiday skate, just adds to the apology being hollow to me.
"We didn't know, but we're sorry, but to be clear we didn't know. Now who wants to watch us sock a few dingers?"
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