When our children were little and one needed to apologize to another, we insisted the perpetrator say he was sorry to the one he offended. We didn't allow a grouchy, grudging, unrepentant apology. The perpetrator had to look his victim in the eye, speak with a sincere tone and then hug the offended brother or sister. A "cheap" apology isn't a real apology.
This leads to what I think of as a political apology. You know, the type of apology a politician makes when his sin finds him out. "If I have hurt anyone . . ." Notice the If, there is no ownership of the offense.
A friend sends a quick text and says, "I really miss you." That's nice, but genuine friendship also means an investment of time and energy. When we send a text or email containing this type of platitude with no real intention to remedy our neglect, we're often only assuaging our own conscience by sending it at all. Talk is cheap.
I say "I love you" to my husband, but I treat him disrespectfully, nag him and criticize him. Is that love? My talk is cheap.
Reckless words pierce like a sword, but the tongue of the wise brings healing.
(Prov 12:18, NIV)