I believe they were "sorry" about the whole rootkit fiasco as well. Amoral entities can't issue apologies. An apology would require a moral framework. Corporations issue PR spin. Its the only kind of communication they are capable of.
While this could've been (and probably was) just a manual price change to try and cash in on increased demand, I wonder Sony was testing out automatic price adjustment in response to increased social network activity.
That'd almost be smart - as long as you're sharp enough to detect when someone dies and avoid looking like a vulture.
