Sony bosses paid the ultimate apology to PlayStation Network users - by bowing their heads during a news conference about the fiasco on the weekend.
Sony execs Kazuo Hirai, Shinji Hasejima and Shiro Kambe all took part in the traditional Japanese ojigi - and kept their heads bowed for seven seconds.
However, reports suggest that in Japan the bow is commonplace and the short time of the gesture (a former Mitsubishi Motors boss once apologised for poor products by dropping his head for a full minute) might mean that the apology is dismissed by Japanese gamers.
The Sony bosses also used the press conference to admit that up to 10 million credit cards may have been compromised.
We knew that up to 77 million gamers personal data could be circulating amongst cyber baddies - but until now we didn't really know that full extent of the credit card balls-up.
CCV2 details aren't stored by Sony luckily, so the details of those 10 million cards may not be entirely useful for crooks - but there's still plenty you can do without the three-digit security code.
Sony has said that it will get its PlayStation Network and Qriocity services back online this week and offer a “welcome back” pack, which will include free content.
UPDATE: Sony has issued a statement saying that Credit Card details of members aren't for sale on the Internet.
"On Tuesday, April 26 we shared that some information that was compromised in connection with an illegal and unauthorized intrusion into our network. Once again, we’d like to apologize to the many users who were inconvenienced and worried abut this situation.
"We want to state this again given the increase in speculation about credit card information being used fraudulently. One report indicated that a group tried to sell millions of credit card numbers back to Sony. To my knowledge there is no truth to this report of a list, or that Sony was offered an opportunity to purchase the list."