Williams Apologizes...again...for Role in Saints Bounty Program

Indefinitely suspended former defensive coordinator, Gregg Williams, offered another apology for his role in the Saints Bounty program stating such things as...

I’d like to again apologize wholeheartedly to the NFL, Coach Fisher, the entire Rams organization and all football fans for my actions

and

I apologize to the players of the NFL for my involvement as it is not a true reflection of my values as a father or coach, nor is it reflective of the great respect I have for this game and its core principle of sportsmanship.  

http://profootballtalk.nbcsports.com/2012/03/21/gregg-williams-apologizes-again-for-his-role-in-saints-bounty-program/

If you do something over and over, know it's wrong, are asked to stop, deny it happened, and then apologize, I dont think you can say it's not reflective of who you are. If you go against your morals constantly, your morals are not very strong.