They made a bunch of mistakes that were callous and might’ve smothered a couple guys starting out.

But then the lack of empathy - “it was a bad product, no one should ever buy it, and so my fundamentally flawed testing is actually valid”, “yeah they asked for it back multiple times and we auctioned it, but it was for charity so it’s fine”, “we agreed to compensate them, but it’s been months and we did that real quick after we got called out, but we’re going to make it seem like we didn’t need a scandal to do the bare minimum”

It’s all excuses, it’s all justification for why “this looks worse than it is, and actually we’re still the good guys”. It’s narcissist mental gymnastics, he still just doesn’t understand what he did wrong - besides being mostly excuses, every “apology” is totally off base on what they did wrong