It's not been a good week for Netflix, despite the successful launch of its streaming video service in Canada.
Yesterday, the company was forced to give a rather labored explanation of why it had hired actors for a media event in Toronto.
And today, CEO Reed Hastings has also been forced to apologise, after making a joke to reporters at the event about the company's Canadian pricing - lower than that in the US.
He suggested that Americans were 'too self-absorbed' to notice the difference, and that they weren't inclined to follow events in the outside world anyway.
Presumably, he feels Americans are somewhat thin-skinned, too, as he's now issued a groveling apology.
"I was wrong to have made the joke, and I do not believe that one of the most philanthropically-minded nations in the world (America) is self-absorbed or full of self-absorbed people."
He also attempted to justify the difference in pricing between the two countries - the service costs only $7.99 per month in Canada, compared with $8.99 in the US.
But, he points out, the two services aren't equivalent, as the US version includes DVD-by-mail as well as streaming - and he added a little promise especially for those self-centered Americans.
"We are looking at adding a streaming-only option for the USA over the coming months," he says.