Oh Sony, perhaps your Sony Entertainment execs have convinced you that any press is good press, but it's not always that way in this business anymore -- when will your bad news ever get out of our news readers? After your various episodes regarding the near-10m worldwide battery recall, you issue an obviously forced apology for causing serious property damage and putting millions of customers at risk of harm or death? Because according to The Associated Press, top company executives have apologized for the "inconvenience caused by a massive global recall in laptop batteries," but seemed confident that the problem was fixed and that the company could move on. However, AP's coverage continues: "The executives were seated while they bowed and did not bow deeply standing as most Japanese executives generally do in public apologies for troubles at their companies, underlining how Sony has been reluctant to admit fault in the troubles with its laptop batteries." Sorry Sony, you don't get to invoke papal infallibility on this one. We know you basically invented the consumer electronics industry, but that doesn't mean you get to act like like a curmudgeonly old man, cursorily acknowledging the interruption that is actually a major mistake. What's more, the AP posits that you've "maintained that the short-circuiting happens only very rarely and only in certain ways that the battery is connected in a system with laptop models, or if the laptop is used improperly and gets bumped around." Not you seem to be listening, but let's face facts here: it's not as infrequent an issue as you probably wish, Sony, and time and time again it's been proved that ordinary users doing nothing unusual are experiencing these fires. C'mon Sony, it's us, Engadget. We won't even mention how incredibly angry we are about Lik Sang. You, us, let's dish.