The first, from Facebook, told us we should go back to the early days when people went to the site to find and interact with friends. Then they apologized for losing their way over the last few years, including fake news and selling data in appropriately.

The second was from Wells Fargo, who invoked their proud heritage and apologized for losing their way. They talked about how they’ve been rededicated in 2018 and eliminated the behaviors causing the problems.

Admitting you’re wrong is a step in the right directions. (It beats CA utility PG&E, who ran ads singing their own praises after the deadly San Bruno fire–until a federal judge required them to use their ad budget to publicly acknowledge their errors and talk about changes being made.

But apologizing only goes so far. If you’ve really changed your behavior, show us what you’re doing differently, and do it again and again until the behavior becomes permanent practice.

Until then, don’t expect us to forgive and forget when you apologize. Sorry.