The Importance of Apologies

We're drowning in apologies but there's a whole lack of action so many people seem to think that the apology is the end of the entire thing rather than the beginning of a process. It's really hard to take an apology seriously and create this sense of atonement when it's ultimately about someone's acting career or a product they're selling you know. My fear is as long as it's not clear who it's for or what it's supposed to be about the cynicism will not go away.