Experts say that the Archaeopteryx has encountered a seismic value: apologies cannot appease public opinion, action should speak immediately.

On September 19th, the outdoor brand The North Face, together with artist Cai Guoqiang, set off fireworks in the Himalayas, sparking much discussion. On the 21st, Cai Guoqiang and The North Face publicly apologized for this. However, public criticism did not stop because of their apologies. Bai Wenxi, Vice Chairman of the Chinese Enterprise Capital Alliance and Special Adviser to the Graduate School of the Chinese Academy of Social Sciences, believes that in this Himalayan fireworks incident, both Cai Guoqiang and The North Face have experienced the risk of having their "value foundation" uprooted within a few days. Financial commentator Zhang Shulei stated that this fireworks incident had a certain negative impact on The North Face's brand image, and to achieve better crisis public relations, simply apologizing is not enough. Taking beneficial actions in terms of ecological protection and acting immediately may lead to a better outcome in terms of public opinion rectification.