I have a new post on the Cogito blog, hosted by The Conversation, entitled "Apologies: Your Best Guide on the Internet". I'll repost the entire thing here at some point when I have time (it always takes a lot of fiddling getting pieces from The Conversation to appear here in the proper format).
Meanwhile, if you're reading this click on the link (above) and check it out! I challenge a lot of the popular advice that you'll read about apologies. Amongst it, I defend the use of the much-maligned "notpology". It's your best guide on the Internet because it emphasizes the complexities that other material on the Internet usually tries to deny.