On Friday, Larry Baer, the CEO of the San Francisco Giants, was caught on tape having a loud, public argument with his wife. Soon after the incident, Baer seemed to diminish his role in his wife's falling to the ground. It was hard not to read that progression as it increasingly dawning on Baer at how badly he came off in that video and endeavoring to ratchet-up his initial non-apology into something more substantive.