Research In Motion founder and chief executive Mike Lazaridis is clearly worried about the impact his company's current outage will have on customer confidence, and has taken to YouTube to make his feelings known.
When RIM's flagship BlackBerry Messaging, BlackBerry Internet Server, and BlackBerry Enterprise Server products went down throughout Europe due to a faulty switch, it was bad news. When they stayed down and the company said nothing, it got worse.
When the outage extended to the US, it could contain the matter no more and issued a statement professing regret for the continued downtime and assuring customers that everything was being done to restore connectivity.
Now that Apple's iOS 5 has gone live - bringing with it iMessage, a BBM-style messaging client - Lazaridis is feeling distinctly nervous, and has posted a video to Google's YouTube expressing his disappointment with the current situation.
"Since launching BlackBerry in 1999, it's been my goal to provide reliable, real-time communication around the world," Lazaridis explains. "We did not deliver on that goal this week - not even close.
"I apologise for the service outage this week," Lazaridis continues. "We've let many of you down. But let me assure you, we're working around the clock to fix this. You expect better from us, and I expect better from us."
Lazaridis goes on to claim that the BlackBerry infrastructure is approaching normal levels of usability throughout Europe, the Middle East, and Africa - the origins of the fault - and stops just short of begging users to stay with BlackBerry, as he watches customers threaten to leave to Apple, Google, or Microsoft in droves.
The full video can be found embedded below.