He had the press conference. He tried his best to look sorry. For a while, it seemed to be working.
Tiger Woods was getting back to the business that made him everybody's business. His golf game was looking rusty, yet still world class at The Masters.
And then the wheels fell off that masterful PR wagon.
The New York Daily News reported Friday that Woods told his wife Elin that he may have been with up to 120 women. Even with that revelation, the two were seemingly working toward a reconciliation.
It's the one that Tiger didn't mention that may be the downfall of the Woods empire.
Elin reportedly heard of the affair with next-door neighbor Raychel Cordriet on the news. She confronted Tiger about the 21-year-old by phone while Tiger was at a post-Masters dinner with pals.
That call did not go well, nor have any communications since.
Now, with his golf game coming simultaneously unhinged, the questions are running wild as to how Woods will rebound from here.
Let's tackle some of the on-course and far-from-course issues involved.