Kyle Busch's talked to the media Thursday. He said little. He talked as if reading from a news release. He talked without emotion. He repeated the same phrases. He's sorry. He'll learn from the experience. He'll move on. He invoked the military and the jobs his teams create.
If I were in PR, I would have made a splash Thursday. I would have asked Busch to announce the time and money he will donate, to a charity in Iredell County, where he was busted for driving 83 mph over the speed limit, or to an organization that encourages young people to drive wisely.
There's no way to assess the sincerity of an apology.
But if I were guessing -- and that's all I can do -- I'd guess that Busch was thinking about qualifying Thursday for Sunday's race. He and his employers undoubtedly will think about the ramifications of the speeding episode next week.
They have no choice.