Can we take the whole apology stunt seriously when we all know that the only reason for it was to protect the TW brand.
Plenty of famous people tee off with someone they shouldnt but the difference with here is that not all of them depend on us purchasing their branded goodies.
For years Tiger Woods has been sold to us as the embodiment of Mr Nice Guy. He was the great family man, the dutiful son, the generous benefactor to charities – just the kind of man you’d trust to recommend a great watch or shaver.
And Woods the salesman, not Woods the golfer, desperately needs us to believe all that again.
The whole thing was way over the top but typically american. The only thing that the press conference was missing was a backdrop of dollar signs.