After days trying to put a lid on Smeargate, Brown finally played the 'sorry' card to milk it for all its worth, in a feeble attempt to kill two Damians with one spinning stone.
As a beleaguered Brown belatedly muttered the S-word, many were left wondering if saying sorry was dreamt up on a good day to bury bad news.
The prime minister had finally uttered the S-word but not before the shameful disgrace of trumped up charges against Tory MP Damian Green were dropped and his disposable home secretary Smith was under fire.
As home office leak charges against Green were being dropped and a committee of MPs slated civil servants for "exaggerating" the seriousness of the alleged leaks, which led to the heavy-handed police raid and arrest of Green, a bad hair day for Brown and bad news for home secretary Smith was just getting worse.
So, out of the blue, up pops the prime minister, with the much-demanded 'sorry' over the smear emails from Damian 'McPoison' McBride in the Tory sex smears scandal.
A tad late in the day for an embattled Brown, in a blatant attempt to distract attention from the Greengate scandal and his beleaguered home secretary:
No apology then for Damian Green and his family who've suffered the indignation of an anti-terror raid on their home with trumped up charges hanging over his head.
Instead an apology for just one of Brown's tight cabal of attack dogs lurking in the bowels of Downing Street, dreaming up the next pre-election Tory attack.
Just another piece of good old Brown spin which the deluded prime minister keeps insisting is all behind him but will only go away when his tight cabal of spinners and henchmen have bitten the dust.
Brown and his bunch of amateur reservoir dogs really don't get it. Where news is concerned, big or small there's room for all.
Brown's 'sorry' will linger for a little while but the shameful smears of Smeargate and the disgraceful treatment of Damian Green will leave a bitter taste for months to come.
Picture: Still from TV Special: 'Gordon Brown's S-Word', with walk-on part by hard hat guy