Who's to say this "my bad, we'll do better next time" isn't part of the playbook?
I've seen enough of:
Step 1 - outrageous move Step 2 - apologize, progressively pull back Step 3 - people spread word they made it better Step 4 - stick to still outrageous but comparatively better "middle" move
To really give it any excuse anymore. And so have you. If "Unity" tells you nothing... I'd like that rock, please, I'll need it to survive the incoming 4 years of social media.
I'm not saying its impossible for apologies to be in bad faith, just that if it becomes impossible to apologize and move on after making a mistake, it becomes impossible to do anything productive.
Society will not collapse if we start holding these monsters to account; the opposite.
Otherwise this is just vengence. If you never forgive there is no rational reason for corporations (or anyone) to stop doing whatever objectionable things they are doing, since it would already be a sunk cost.