It's a sad world when people say a 3 year old is too young to understand "sorry". Even my youngest child who is 17 months understands sorry and gives hugs (she can't say it yet). Discipline does not just start at some magic age...it starts right from day one and grows with the child. Those same people judging would have judged just as much if you had let him scream and disrupt everyone...then they would have whispered about what a brat and how you can't control your kid. You can't win, so I just ignore all the looks and do my own thing. Most parents cave to the pressure though...they want to quiet the kid fast so people will stop staring, so they give him what he wants. It's not a very family friendly society here in North America I am afraid.