Some of you may have been following the fracas over the Hallmark channel censoring an ad from Zola’s, a wedding planner outfit, that showed a lesbian couple getting married. The Zola’s campaign was several ads, only one of which showed a same-sex couple’s marriage, and that one was the only Zola’s ad to be removed, at the behest of One Million Mom’s and other members of the anti-gay industrial complex. The other ads were allowed to continue playing…until Zola’s discovered the censorship and removed all it’s advertising from the channel.

The backlash, not just from the gay community but also the general public not cocooned in the right wing hate machine, was ferocious. Late yesterday Hallmark walked back its decision to censor the ads. But its CEO went even further. This is not your usual boilerplate apology:

“The Crown Media team has been agonizing over this decision as we’ve seen the hurt it has unintentionally caused,” Perry said in a statement. “Said simply, they believe this was the wrong decision. Our mission is rooted in helping all people connect, celebrate traditions and be inspired to capture meaningful moments in their lives. Anything that detracts from this purpose is not who we are. We are truly sorry for the hurt and disappointment this has caused. … Across our brand, we will continue to look for ways to be more inclusive and celebrate our differences.”

This is good, not just that it is an apology but much more critically that it addresses what bigots deny and want to erase about us: that we also make those heartfelt connections, and want to celebrate them. The mindset among the haters is homosexuals don’t love they just have sex. What Hallmark just did, perhaps not in so many words, but by affirming our common humanity, was to say One Million Moms are wrong about gay people, and that Hallmark was wrong to let their prejudices dictate the Hallmark channel’s content.

It’s got to hurt, way, Way more than simply walking it back.

Now…understand something…if this were Putin’s Russia Hallmark executives (and Zola’s) could all be arrested and thrown in jail for this. And that is why the culture war republicans and religious right figures like Franklin Graham have all become Russian sympathisers, happy to let Putin screw with our democracy.