BILL Clinton does it, Tony Blair does it, even ashen faced Japanese government officials and corporate executives form orderly rows to frequently do it, let's do it, let's, well apologise. Joining Bill, Tony and this week Proinsias De Rossa in the current vogue for public purging to atone for past wrongs is the lesser known but equally contrite Peter Birse, a self made British millionaire who heads a building company which bears his name.

Mr Birse, who built a mountain of dosh on the construction industry boom, this week spoke of his conversion to the paths of business righteousness, apologising for his company's "ruthless tactics" during the recession of the early 90s.

In a heart wrenching open letter in the company newsletter to customers, suppliers and staff, Mr Birse pledged that from now on the business would operate on the basis of "good human values". He tacitly accepted that the company had overcharged on contracts and, through a culture of greed, caused financial hardship and job losses among suppliers. A "culture director" has been appointed to ensure good practice and the firm is also seeking the token female director to "bring feminine values into the business". Cynics uncharitably point out that the business moved from loss to profit last year, wondering if repentance will go as far as repaying interest on late payments to suppliers and sub-contractors.

This apology business is catching. Even your normally benign scribe is now doing it, in reverse, by seeking apologetic recognition from certain educated fleas for their lapses in "good human values". He, in turn, would like to profer a sincere mea culpa for any offence given to anyone anywhere, now or in the past. Hopefully this will shorten the queue of litigants outside his front door.