We live in the age of public apology. And since a week in rehab (or a few hours, ala Britney) is not an option for poor behavior on a corporate scale, new media has become the confessional of choice. Witness the JetBlue CEO's recent appeal to customers on YouTube after a horrible week.
Will this translate into repaired customer relations (and sales)? It may be too early to know, but it's a good start. And it is really, really quick, a good attribute for any attempts at "We're so sorry."
We'll be interested to see whether the buying public responds positively. Or if this will seem lame after the newness of the approach wears off.