The apology itself holds so much potential that to not use it liberally, even lavishly, is to withhold its true capabilities. For one, it saves a lot of trouble - 'I am sorry' sounding far better than 'This is not what it looks like'. For another, incessant sorry-dropping actually lowers the value of the apology, the same way the huge influx of silver from South America caused serious inflation in 16th century Spain.
