Originally, I was on team BABO. The best apology is changed behavior of the business owner. Yes, as mentioned on various occasions, constructive customer feedback is like having a free focus group. Some people immediately abide when corrected, and it may seem like a person is being dismissive. However, the real result is noticing that the person wasn't being dismissive; it just came across that way. Something was actually adjusted. Changed behavior and no repetition are the true test that you were heard as a customer and that service and/or product delivery is being tweaked as a result.