Instead of doing the right thing, in other words. Like the people running the contests to admit they overlooked inspecting the mods of the participants to make sure of safety, etc. Like having broad shoulders and being accountable, for an event whose purpose was to promote safe vaping according to their blurb about the meet.
When an apology is owed, then give one. STEP UP.
Don't make excuses and / or try to change the subject.
Go watch the big guys, who truly had broad shoulders and some actual humility, said after the Challenger exploded. they weren't thinking about themselves. They were truly accountable type men. The proper thing to do when you F up is to say you did. And then talk about what protocols you'll have in place nextt time, and that you've learned something.
Otherwise, it makes this industry just looks like a bunch of teflon types.