
"Why do Internet, financial service, and beer commercials dominate Super Bowl advertising? How do political ceremonies establish authority? Why does repetition characterize anthems and ritual speech? Why were circular forms favored for public festivals during the French Revolution? This book answers these questions using a single concept: common knowledge."--BOOK JACKET.
From our side, if we as a community continue to denigrate him even after he has done the most he possibly could to change the moral consensus on this topic for the better, we're going to discourage others from apologizing and drive them to deny. Why bear the cost of admitting you're wrong if there's no benefit?
[1] I highly recommend Rational Ritual: Culture, Coordination, and Common Knowledge by Michael Suk-Young Chwe for a game-theoretic exploration of topics like this. http://press.princeton.edu/titles/9998.html
One of the arguments in the book revolves around the absurd pricing of advertising during big public events like the Super Bowl. If advertisers weren't concerned about the common knowledge aspect of their messages, they would air their ads when the cost per viewer is lowest. And you do see this with non-social goods, which tend to be advertised during off hours. But companies producing social goods like beer pay much more per viewer for prime-time and Super Bowl slots in order to get their product into the cultural zeitgeist. If you see something in a Super Bowl ad, you know most other people have seen it too.
[1] http://press.princeton.edu/titles/9998.html
[2] PDF of the original 2001 manuscript: http://www.sscnet.ucla.edu/polisci/cpworkshop/papers/Chwe1.p...
[3] http://www.amazon.com/Rational-Ritual-Culture-Coordination-K...
