I have a bad habit of saying I am sorry a lot. I got it from being in restaurants. When I dealt with customers, it was always the first thing I said. 99% of the time it was genuine. I mean, someone is giving us business while they could have gone anywhere else and we disappointed them. So I would say I am sorry numerous times.
I’d rather you be honest about how things are going, instead of “trying to pretend”, but I get trying to be positive!