Women have gotten in a bad habit of apologizing when there's no need to. When I compliment my wife on dinner, she'll say "Sorry, it would be better if used the right ingredients".  

Or my mom would day this before opening a Christmas gift: "I'm sorry, you probably won't like it. I have the receipt if you want to take it back.

It makes no sense. That's why I love this campaign.  -Jim (@jimchandler105)