Been pondering the infinitesimal increment in effectiveness between apology number five and apology number four for Lott. One senses the law of diminishing returns at work. The senator must too, because now he's a full convert to reverse racism. Actions do speak louder than words, but...
A rough SWAG:
Apology 1 = +20%*, apology 2 = +5%, apology 3 = +1%, apology 4 = .0035%, apology 5 = -3% (just as the Clinton apology tour eventually began to weary, so might there be a backlash from too many Lottian apologies).
*-percent of people positively influenced (i.e. in favor of the perpetrator) by the apology.