sorry, too. here is jeanne moos. >> reporter: for a while, it seemed tough. dragging an apology out of united. >> oh, my god! >> reporter: but finally the ceo said, sorry. >> plight of word of shame comes to mind. >> reporter: you didn't need a poll to gauge public opinion. >> what a week for united airlines today. >> boo! >> the company lost 255 million dollars of market value in one day! which means they could have given each of those four passengers their own jet plane. >> reporter: it's a banner week for apologies. >> i hit them a pepsi. i know. it's cute, right? >> reporter: then sean spicer had to admit. >> i screwed up. >> reporter: for his hitler comments lampooned on kimmel. >> somebody as despicable as hitler who didn't even sink to the -- to using chemical weapons. so you have to, if you're -- >> oh, no!