Exactly this. It is NOT an apology, it is purely DAMAGE LIMITATION.What is interesting is the medium used. They could have put out a short video message on the club website along the lines of 'stop being c**tz, at least for 5 minutes.'
Instead, a letter to the Echo which i imagine will take pride of place on the front page of the paper today instead of images from Friday night, or any pictures of the arrested.
Its a necessary PR piece to alleviate some of the damage to brand LFC.
It is not the acts that they regret, it's the poor publicity it has brought.