The American Booksellers Association, the 120-year-old trade association and promoter of literature and independent bookstores, deeply regrets its mistake. It facilitated a “serious, violent incident” that goes against “everything” it believes in and supports. The ABA apologized for the pain it caused. And because “apologies are not enough,” the ABA has begun “addressing this” through a review process — read: crisis communications mission — that will be revealed over the next three weeks.

What on Earth happened? With this level of obsequiousness, you’d think the ABA had mailed out signed copies of Mein Kampf to everyone on its member list. But no, the offending title, included in the ABA’s July mailing list, was none other than the book that was removed, then un-removed, then removed again from Target’s shelves and controversially not removed from Amazon’s website: Irreversible Damage: The Transgender Craze Seducing Our Daughters.