So, my point is, there is a big difference between intent and subconscious thought process. The latter can be fixed with apologies and education as you alluded. but the former can't and unless you believe someone intended the offense, you should not be offended. And the obvious answer to why I didn't apologize and why in the article they didn't apologize is because it makes them uncomfortable but more importantly,unless you intentionally practiced it, it is difficult to apologize without accepting weakness. Rule #1 of negotiation is never negotiate from a position if weakness. As the original comment suggests, this is indeed fragility, you feep weak for being wrong and you would feel a lot weaker if you said it out loud. The remedy in my opinion is to promote and have a culture where since childhood everyone is encouraged to see accepting social mishaps like this and apologizing as a strength.

It's not easy to say "sorry i was racist to you" and then briefly go on to talk about how you think their offer is bad and proposr something less (is it your racism again? ). It's a two way street is what I am saying, most people would see an apology as a weakness they can exploit.