Had a read of just now, its one of those kind of rants that columnists go on when they feel the need for attention. He'slobbing his barbed comments out in the hope of getting a rise out of Brolly. He probably thought that he'd spend a few weeks trading insults with Joe in their respective columns, like two boxers trash talking in the pre-match press conference. Probably fancies himself as some sort of intellectual heavyweight in the sports columnist world.
I can't imagine that a sniveling apology was on the agenda when he was executing his genius master plan. JB has handled this properly without lowering himself into the gutter with yer man.
Not the first time the Sindo had to issue a grovelling apology for one of their columnists, back in 2000 they had to apologise after Mary Ellen Synon called the paralympics perverse and grotesque
The original article has long gone but there is comment about it here, http://www.telegraph.co.uk/news/worldnews/europe/ireland/1372065/Athletes-outraged-as-Paralympics-called-perverse.html
And the apology http://www.independent.ie/irish-news/statements-from-the-editor-mary-ellen-synon-and-the-board-of-independent-newspapers-26257034.html
It seem that you just cant fix stupid