The club is in the entertainment business - something fans seem to forget - this is not life or death its a game meant to be a form of relaxation/deflection for the hum drum of everyday work/home life.
As such the club has done very well to build up the largest social media audience of any rugby club in the world. It needs to use that opportunity to communicate effectively with its customers.
That for me is not a grovelling apology but better information as what is driving these terrible performances and an understanding of Smith's coaching ethos. Smith needs to engage with the clubs customers in explaining how his radical style with in the end yield results. He is a poor communicator at the best of times - out right rude at the worst.
Customers need to a reason to keep spending the money - what good is happening what is over the horizon.
What they don't need is - the only communication they get from the club is buy this new shirt we have released - only the 5th this season.