For OfficeMax, the most important takeaway is probably "You should encourage your employees to apologize and demonstrate empathy, and you should give line managers a BatPhone to the CEO's office because this is certainly BatPhone-worthy."
(I once worked as a customer service telephone operator for a large office supply store which is a direct competitor of OfficeMax. I'm quite aware that their call center receives, minimally, several hundred calls a month from people who have sharply different takes on consensual reality than most of us do. That said, I also remember the two keys I'd need to hit on the phone to get the Vice President on the line, and I'm absolutely positive that if I had escalated that call in that fashion my boss would have said "That was the right decision.")