JetBlue Airways Corp. (NASDAQ:JBLU) suffered yet another humiliation in the press.

BusinessWeek dropped the low-cost carrier from its first-ever ranking of "client pleasing brands" following the recent embarrassing revelations that it left passengers stranded on the runway for 10 hours during an ice storm. The magazine compares how Southwest Airlines Co. (NYSE:LUV) handled a similar situation and finds that JetBlue's response fell way short.

The airline, of course, says the same thing. Chief Executive David Neeleman has apologized more than Mel Gibson, Michael Richards and Kevin Federline combined. Wait, Federline hasn't said he was sorry yet for his rap album but he should.

This reminds of a time when I was invited to a chemical plant for a safety demonstration. While I was on the site, there was an accident. Timing is everything.

Maybe BusinessWeek is being too harsh. Judging from the huge response to my last JetBlue post, there are plenty of people who think the airline's service is great. But as a great sage once said, actions speak louder than words.