I read the apology letter as essentially saying he single-handedly drove the idea, in part because he was flailing due to COVID killing their bottom line, and was tunnel-visioned enough to not recognize it was unethical. Even at face value, that’s absolutely troubling for a CEO in TB’s domain. But smarter people have done dumber things under pressure, and sometimes dumb is at someone’s (or a lot of someones) expense by mistake.
So I’d like to think this was an exceptional occurrence, and I appreciated his personal post-mortem of sorts. However, taking this as charitably as possible, a process-oriented RCA focused on how he’ll keep his runaway ideas from being a one-man show—or whatever the problem actually was that saw this conflagration actually see light of day—wouldn’t suck.