Yev from Backblaze here -> Jack that's interesting insight, thanks! What's funny is that I was the main driver internally for tone and the process as a whole. We definitely had some intense conversations about the "band-aid" approach where we'd announce and raise shortly thereafter, and the approach we took which was a bit more measured. In the end, I think we spent a lot of time making sure that we were taking care of the customers, but you're right, our tone in certain communications did come off as a bit apologetic.

The truth is we'd never done it before, so we weren't really sure what the reaction would have been - so we erred on the side of caution. Now that we have data points, if we ever need to do this again we'd likely still take an open, honest, but maybe more blunt approach. Tough to say though because I try to default to default to empathy, which means my takes are usually softer. Those conversations are some that didn't quite make it to the blog post, but finding the right balance for us was an interesting process!