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In the past few months, furniture retailer Ikea apologised when it listed the wrong ingredients in one of its store restaurant recipes. World Rugby apologised to Georgia after an incident when a pro-Russia song was played at an international game. So when a business or organisation says sorry, do they really mean it or are they just issuing a 'fauxpology'? The ÃÛÑ¿´«Ã½'s Philip Hampsheir caught up with Sean O'Meara, author of The Apology Impulse.