Hollywood blogger Nikki Finke, demonstrating the full spectrum of compassion we've come to expect from a person with "Hollywood blogger" anywhere on their resume, legitimately believed a plug for the new Nelson Mandela biopic was the perfect way to pay tribute to the anti-apartheid leader, instead of saying "Pouring one out for Nelson Mandela RIP" or, better yet, saying absolutely nothing at all.
Virgin Active's Facebook page also took the initiative to point out that their founder, Richard Branson, was close personal friends with Mandela, who had made it possible for Branson to open over 100 health clubs in South Africa, because truly that was the most important aspect of the Mandela legacy.
"Be sure to sign up for our tribute 'Long Zumba to Freedom' classes."
Unsurprisingly, Virgin has been stumbling through subsequent apologies. But hey, at least we know what rock bottom looks like.