How to apologize to your users

There has been an increase in security breaches this year. This past week, two services I use were compromised - Tumblr and Apple Developer Connection. Both services informed me of the security breach, and one made me feel like they cared, and the other one didn’t. Perhaps I am reading too much into this, but at the very least, it illustrates how important language is, in conveying how much we care.

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