Earlier in the week, Elon Musk made headlines Elon Musk has done the right thing and apologised, and if you are a regular you will know I place a great deal of weight on an apology.

But Elon Musk has damaged himself permanently.

He said this overnight ‘his actions against me’ – he refers to Unsworth, of course – ‘do not justify my actions against him’.

Which I wouldn’t have said, to be frank, is a full and wholesome apology. He was going ‘he was a bit mean to me, so….’

His apology in full was: Nonetheless, his actions against me do not justify my actions against him, and for that I apologize to Mr. Unsworth and to the companies I represent as leader. The fault is mine and mine alone.

So that’s good. Unsworth for his part said ‘I’m aware of the apology, no further comment’. I’d personally let it go. I don’t know what’s to be gained from suing Elon Musk

But here’s the problem for Elon Musk

He’s shown a side of his character that people don’t like. And once you;’ve shown that side, you can’t take it back.

Yes, you can apologise, but what he said goes to character, and you can’t erase the character. The character is the character. And I think this is going to haunt him.