You see that in the news constantly; done both the right way and the wrong way. The most recent example I can think of, obviously, is Lance Armstrong, who got it all wrong. Who wanted to apologize strategically, instead of abjectly. What got me interested was the repetitive nature of it. There's something so ritualized about it. Then the ritual needs to be reenacted very carefully and pretty frequently - Tiger Woods, and now Manti Te'o and Lance Armstrong, and a little earlier Anthony Weiner or Eliot Spitzer.