I am totally confused about Toyota?

I am not sure why Toyota is handling the foot pedal recall like this.
I've had Audi and GM, and it was never about hyping up and advertising the problem exist, never mind apologies from the CEO.

In my area the CEP of Toyota has taken out a full page ad on the NY times asking Toyota owners from 2001 to present to come in for a replacement pedal as well as paying for prime time air on the radio to personally apologize.

Do they want to go bankrupt? This is not how a corporation should handle a mistake?
 
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