Was wondering what was up with Thrillist last week when I received their NYC, Philly, and Boston newsletters, along with the standard Chicago fare. Wasn't going to crucify them for it (had totally forgotten about it, actually), but this email totally made my day. An on-brand apology, to say the least. Click to read the text in the red box (marked by my clever arrow of hilarity).
Lesson: Good brands, just like good people, apologize in a timely manner when they screw up, and their fans love them for it.