Who's Sorry Now? explores big marquee moments of regret from public figures to take a sharp and timely look at the art, spin and billion-dollar business behind The Big Apology. The recent boom in public apologies is taking place against a backdrop where powerful people and interests have less and less privacy. With a mobile phone camera in every pocket and an internet audience instantly riveted to postings of fresh scandals, it's harder than ever for public figures to hide mistakes and misdeeds.