Sorry for what?

Can't pretend that it wasn't with a wry grin and a touch of relish that I read Murdoch's personally-signed apology yesterday (in full here if you're interested, complete with a touching header; "We are sorry" in a carefully selected, >72-point serif typeface in order to get across just how deeply, deeply sorry the whole News International group is about the whole thing) - in parts it sounds like a cross between the Penitence Prayer and the intro to AA's Twelve Steps, and whether released at the behest of an expensive PR-advisor or not, it's not the kind of press release Uncle Rupe's accustomed to putting out: