Everybody knows the rule. When you do something wrong, you say you are sorry. As a society we love to scold but we also love to forgive. But how, when and why you say you are sorry also matters. Say it when you don’t have to and you create guilt where it may not have existed before. Domino’s goes out of its way to portray its guilt and lack of action for decades. And in the process mocks the stupidity of its customer base.