"Sorry"?

Maybe I just never noticed, but recently, I've heard more Germans just saying the english word for Sorry in a variety of contexts. Both for apologizing or excuse me. I've seen airberlin on twitter say "Sry" to someone with a problem, and yesterday on a crowded tram, someone was saying Sorry (pretty sure they were German) instead of Entschuldigung.

Is this new? Are they also using it for Entschuldigung or was that just a random person using the wrong word? Maybe it's been around forever and I'm just listening to more Germans when they speak now since I've reached a point where I understand more.