How not to apologize

This analysis is right on the money.

Before we jump on the self-righteous bandwagon and condemn this politician, though, we should meditate on how often we have apologized in a similar manner.

It is so tempting to offer an apology that is not quite an apology because it saves us from admitting the truth: we are wrong. It is so tempting because it offers a (dead-end) way out of the shame (we should feel) over what we've done. It is so tempting because we think we can dupe someone into believeing we're sorry even while making them feel sorry for making us apologize.

In short, it is tempting because of our pride.