I think one of the reaons that Russell's Always in Beta resonates so strongly with people is because people are always in beta too.
People continue to make mistakes and learn from them and [hopefully] get better all the way along and I think we respond to brands that make mistakes, and apologise, better than those that deny they ever mess anything up, because they feel more like us. They're more real and nicer.
There are few things more annoying than people who claim to never make mistakes and never say sorry.
When brands are making mistakes and learning from them, it gives the impression that they are constantly working to make things better, rather than resting on their branded laurels.
Toyota calls it Kaizen, or continuous improvment.
I'm not sure if I learn from all my mistakes, but I'm still intending to make another.