Ladies, the creators of o.b. Ultra tampons have something they need to say to you. They’re sorry. They’re really, really, really sorry. If you’re confused, not to worry — so were we. Apparently, o.b. brand Ultra tampons began disappearing from shelves late last year, much to the dismay of their die-hard following (did you know tampon brands could have die-hard followings?). The line’s discontinuation resulted in massive consumer outcry and reports of black market o.b. Ultras going for $100 a box on eBay. Yes, you read that right. But now, o.b. wants to apologize, and apparently a heartfelt form letter isn’t enough — they’ve found a scruffy indie rock guy to sing each and every one of you a personalized song expressing his deep sorrow and affection. Oh yes, it’s as completely cheesy as it sounds, but it’s also kind of hilarious and great, not to mention a very savvy marketing idea. Watch the apology here, and let us know what you think in the comments. [via LA Times ]