Why are sexual misconduct apologies so terrible?

Variety

Kevin Spacey’s apology on Sunday was particularly appalling, stirring controversy by using his apology to come out as gay. Mark Halperin also missed the mark with his two apologies. “It’s less what is being said and more how it’s being said,” says Andrew Wallenstein. “In an age when a disgraced individual could either upload a video to YouTube or sit for a TV interview in little time, there is something automatically off-putting about a written statement. Cynical as it sounds, it’s relatively easy to put words on paper if you can hire someone else to write those words. The subtext of a written message is, I don’t have the ability to convey sincerity directly.”