Well fuck off then
The Evening Standard hasn’t done anything wrong, so why apologise? Its campaign of "Sorry for being out of touch" "Sorry for being predictable" etc comes across as a smug attempt at fishing for complements at a time when the London newspaper is trying to decide its place in the world after being bought by a Russian spy.
It’s made worse by a new campaign from Marks & Spencer, who did do something wrong. M&S wanted to charge women more if they bought larger sized bras. There is a certain logic in covering the extra costs of applying more gravity-beating engineering and fabric to prevent those crowded balconies from toppling onto the pavement. But it still didn’t seem fair. There were protests. M&S relented and did the right thing. And it sounds right too.
**Edit** With brilliant comic timing the Evening Standard lands this apt headline story. Just goes to show: brands are happy enough to apologise, even when they've done nothing wrong. As for greedy money-grabbing venal politicians...