Sometimes an apology is not enough: to retain face with its customers a company must simple man up to a mistake and swallow the cost. Sears did not do this when it recently ran an erroneous ad advertising the iPad for $69. It didn't honor the mistaken price, to the fury of many customers. (via Digital Life). Earlier this year the Fairmont’s San Francisco luxury hotel on Nob Hill found itself in a similar quandary though, when a daily deal offering made through Living Social advertised lifetime VIP status with the entire Fairmont chain for $2,000 or $10,000. Some 117 people snapped up this lifetime bargain, according to USA Today before the mistake was realized and the offer pulled. The hotel says it will honor those 117 sales. Sometimes a company has nothing to apologize for, but finds itself having to make some kind of statement. JetBlue, for example, had to navigate this scenario last year when its former flight attendant Steve Slater made international headlines after he cursed out a passenger on the plane's intercom, grabbed two beers from the cart and then activated the inflatable evacuation slide to exit in grand style. His purported reason? A customer had cursed him out, caused a head injury with an overstuffed bag and then refused to apology. Get the full story at MarketingVox