We could be talking about anyone, really.
But imagine you're a big star and made a public goof. Say, you got up onstage somewhere and ruined someone's big night and then felt bad.
So you apologize. But somehow that doesn't seem like enough. So you do it again, maybe using ALL CAPS. Again, not enough. So you go on a talk show.
Where will it end? Here, people, because there oughta be a word for that. Why not think it up and put it in the widget below?
You can always apologize for it later.