To be fair, here are a couple of points in Joe's defense. It was Joe who early on, said that if you have the pleasure of saying the exact thing you want to say at the exact moment you want to say it when you feel provoked, remorse inevitably ensues. And that exact point came full circle when he struggled to find the words to say in his email apology to her the next day. His remorse was obvious, and his words were honest, heartfelt, and clearly chosen to be certain he was not lying to her or making excuses.
Later on, there was also visible regret, when he saw her crying in the children's department of his own store. He was all but crying himself. He came face to face with the hurt he had caused her and felt guilty. I think in the end, before they met in the park, he was truly begging her forgiveness, not necessarily for putting her out of business, but for being the jackass that he was. I think in the end he truly did redeem himself with her.
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