[inopinatus]

I think apologies are over-demanded by our somewhat hysterical media that likes nothing better than to enhumble/humiliate a public figure (because it sells papers); and this flows through into expectations of private and corporate behaviour. But I've never had much use for apologies from other people. Years of abuse make "sorry" an entirely debased term in my lexicon. I've seen statements of regret that omit the word and are all the more sincere for it.

Much more useful than an apology is an acceptance of fault (which is not the same thing); an expression of desire to improve, and a sincere and demonstrable commitment to doing so.

[NB: don't mean to imply that Heroku have necessarily achieved all of that here]