Don't you hate it when a public figure or company says something stupid, and then they issue an apology which isn't really an apology? The problem is that "I'm sorry" has two definitions: it could mean "I screwed up and I apologize", or "something bad happened and I wish it hadn't". So often people try to slime out of the first with the second.
Well not Backcountry.com. I don't even know who they are although I am apparently on their mailing list, and yesterday they published a real apology:
Well done. They screwed up but in the wake of their apology I am actually more inclined to do business with them now than before :)