Yes, you read that right — it’s possible to get in trouble for apologizing. James gets a lot of things right, according to his fans — one of which is owning up to his mistakes in the form of public video apologies.

Great, right? Yes! But now, in Season 1, Episode 3 of his current competition challenge, he’s teaching contestants — along with fellow YouTubers — how to create apology videos of their own.

The episode is called “I have to apologize for this…” and it already has 12.7 million views and counting. And to many, this is coming off as insincere, as are any of the public apologies he has issued in the past using the techniques he introduces on the show.