Facebook is through apologizing, and that’s a good thing. What the vast social media empire is doing instead, however, is not. A bombshell exposé in the New York Times this week, picking up from where last week’s bombshell Wall Street Journal exposé left off, reveals a trove of details about Facebook’s aggressive new PR initiative: Project Amplify. Cooked up at an internal meeting in January, this gambit involves reining in the company’s tendency to apologize on a semi-regular basis—for violating user privacy, spreading misinformation and promoting hate speech—while also pushing pro-Facebook media directly onto users’ feeds. While it’s commendable that Facebook appears to realize its apologies have long since become rote and meaningless, the company betrays a fundamental misunderstanding of what’s supposed to happen after one stops apologizing for their behavior. Typically, in such a position, one would either quietly commit to sweeping positive changes . . . or embrace villainy outright. Given Facebook’s track record, along with many of its current positions, the latter is clearly the more suitable path for the company.