Devroop Dhar, Co-founder & CEO, Primus Partners, shares his view on Microsoft’s public apology over Copilot pricing. He highlights that Australia’s consumer protection framework is among the strictest globally, compelling companies to respond seriously to regulatory and user concerns. With millions of dissatisfied customers and the ACCC indicating potential legal action, Microsoft’s apology and refunds appear as a move to manage perception and restore trust rather than a simple admission of fault.