I'm not saying it's smart. But, if he is able to apologize and come out as if he is a good guy for correcting his wrong, does he come out ahead?
Again, not a smart idea. But he is driving attention to himself, and he does have the ability to publicly make it right.
I still wouldn't do business with him. There are plenty of other professionals they think ahead before they make this kind of a mistake.
This will cost him at some point... I have no doubt about this.