This is especially insightful. To the talented marketer, there is no such thing as bad press. Being thrust into the limelight to be mocked and laughed at is a really great opportunity to take one on the chin and own up to your mistakes, and then to turn that around into positive press about how you screwed up and how you're fixing it moving forward. Cook's Source has visibility easily several orders of magnitude greater than it did before this whole debacle, and all you need is to convert a small number of those to your product to make some mighty tasty lemonade out of those lemons.

Instead, the editor took the opportunity to further expose the traits that caused the uproar in the first place - self-importance, arrogance, and ignorance. The "apology" is no more than a half-hearted attempt at deflection and a misplaced plea for pity. It will both fail to deflect the bad press, and will not garner any pity.

This is an excellent lesson in how to not handle customer relationships, management of negative press, and fixing your mistakes. Entrepreneurs, take note - look at what Cook's Source did, and don't do that. Always assume you are at fault first. When you are at fault, go the extra mile to make it right. If you get caught with your pants down, join the chorus laughing at your embarrassment and use it as an opportunity to market your underwear.