>> so why in the era of social media, professor, and transparency, while facing such serious issues, would someone issue such a non-apology? >> it takes people a long time to sort of get to the point where they can really accept that they did something wrong and accept the shame of what they have done. so often i call this the apology two step. sometimes it's a three step, where people issue a bad apology. they'll think about it some mosh a -- more and find out that it was a poor apology. they're not satisfied with it and they may come back and make a stronger, more remorseful apology. i hope that happens. >> yeah, these are lessons we all can use in our life. professor and author of "sorry about that."