American Pie. I mean Idiot.

Apologizing seems to be the new way to overhaul your career. Whether it's intentional or not, we are living in a culture that as soon as you say something or do something that other people don't like, immediately apologize. This needs to STOP. As calculated as some of these events are (sex tapes being accidentally released), the apologies are even more offensive. Why? Because they don't mean it. It's become just another way to get your name out there, advertise, and market oneself.

Jason Matthew Biggs tweeted a joke Thursday about Malaysia Airlines flight MH17. An instant firestorm erupted and initially Mr. Biggs attacked his critics back. As the events continued to unfold and the story became an Internet event, Jason eventually released a half-ass apology. The apology wasn't for the fact that the joke wasn't funny, it was more in effort to control the damage he was doing to his career and money making machine.

One of two things should have happened that day as far as Mr. Biggs is concerned. One, he shouldn't have made the tweet as the events of the day were unfolding. Maybe wait until the picture was a little more clear and more facts were known. Then, if he still felt the need, craft a joke that was funny. The point of making jokes is to make people laugh. If the joke isn't funny, then it's not a joke, just a comment...Second, once the joke was released to the world, own it. Stand by it. You created it, took the time to manufacture it, now nurture it and watch it grow. Maybe instead of attacking the critics, go silent for a while, let things blow over? Or, mount an offensive, defending your art, and by no means apologize. Instead you made it worse, first by attacking those on the web, then not fully apologizing.

This to me is the core problem. It's like fucking your pie and eating it too. You can't do both. I firmly believe that there is humor in EVERYTHING. However, I also believe that there is a time and place, and maybe that afternoon wasn't the best time. Did the joke offend me? No, I thought it was terrible. What you did after offended me because you weren't sorry, but you weren't man enough to stand up for your own principles. You said it, now live with it.

Whether it's a Kardashian, Hilton, Gibson, Dean, Edwards, Lohan, Baldwin, Richards, and now Biggs, the apology isn't sincere. It's damage control because it's affecting your earnings potential and that's what you are sorry about.  The art of atonement has not only infected celebrity culture, but all aspects of of life...from sports to politics, work, school, church, and anywhere there is interaction between more than two people. Instead of saying what you feel, believe, and being honest with one another, everything has to be crafted so that no one entity is offended. We spend more time and energy trying not to offend, rather then saying what we need to say and standing by it. It's OK to have a difference of opinion. The fact that we can communicate dyadically will tend to lead to more solutions overall, versus one sided arguments and silence.  Instead of nurturing our own beliefs and principles we waste that energy on preparing our apology in case any ones feelings are going to be potentially hurt. Mr. Biggs and all fellow human beings... say what you mean and mean what you say. The world will be an overall better place for it, honestly!