Citing a lack of remorse for his choice of words, Reebok dumped Rick Ross from his endorsement deal yesterday. Whether it be a loss of another piece of income or maybe finally seeing the error of his ways, The Maybach Music Group founder issued another apology, showing more clarity here than before on regards to his lyrics and the “U.O.E.N.O” controversy.

“Before I am an artist, I am a father, a son, and a brother to some of the most cherished women in the world. So for me to suggest in any way that harm and violation be brought to a woman is one of my biggest mistakes and regrets. As an artist, one of the most liberating things is being able to paint pictures with my words. But with that comes a great responsibility. And most recently, my choice of words was not only offensive, it does not reflect my true heart. And for this, I apologize. To every woman that has felt the sting of abuse, I apologize.

I recognize that as an artist I have a voice and with that, the power of influence. To the young men who listen to my music, please know that using a substance to rob a woman of her right to make a choice is not only a crime, it’s wrong and I do not encourage it. To my fans, I also apologize if I have disappointed you. I can only hope that this sparks a healthy dialogue and that I can contribute to it.”

Knowing at least some of my staff members were appalled at the lyric, Cecilia Smith discussed the matter on her show “The Roster Live” on 90.3 GMT Radio yesterday. As a woman, I’m certain she felt outraged a bit at the notion of Ross’ date rape line, even if the drug in question happened to be a Molly. The fact that ti took this for Ross to finally break his pseudo gangster character is quite alarming considering how he basically turned into Omar Epps and got “In Too Deep” to portraying a character.

Far too much bad karma has gotten to Ross over the past year or so, his health issues, the drive-by shooting, the threats from the Gangster Disciples that forced the cancellation of his nationwide tour. Not once has Rick Ross, the rapper ever gone out of his way not to portray the character he’s built upon wax since 2006’s Port oF Miami and maybe before – but sadly people are going to see this newfound apology as one made over a loss of ducats as opposed to a moment of clarity, Rozay.

Meek may ride with you because you put him on and made him rich, same with Wale to an extent. But it’s quite clear that when you deal with corporate America, you simply cannot say things that are going to infuriate groups of people across the country – women’s rights groups at that. Don’t look at Jay-Z as an example because Hov’s busy trying to outsmart members of Congress when it comes to what he does on a honeymoon. And even that might have actually offended his political connects.

Best case scenario? Stay low for awhile, don’t do anything publicly and shift your attention to helping Wale’s upcoming solo effort and Meek’s third Dreamchasers disc. Hell, even make sure Stalley’s track with Scarface gets the proper push it deserves. Gotty called it “The Biggie Approach”, you might want to ask Puff for some advice about dealing with controversy here, Bawse.