I'm not going to try to defend these bozos, so let's try some crazy made-up example.
For instance, I might have an opinion that we should bring back slavery. A totally offensive opinion, yes, but dammit, I'm entitled to have it. In this case I very well may be sorry that I brought it up on MLK day, or that I interjected it in your discussion about feeding the poor, but I'm not really sorry for feeling the way I do.
That's okay -- the part about differentiating between being sorry for being rude and being sorry for ideas, not the part about supporting slavery. People should never have to be sorry for expressing their opinions, only expressing them poorly.
We need to make sure we are not trying to tell people how to think. We can challenge them, call them out, ask them questions, demand an apology for their being rude or offensive, yes, but we change people's thinking by gentle persuasion, not by public mockery or lynch mobs. If we're not careful, the only thing we're going to teach misogynistic youngsters is to bullshit on the net better. And that's not good for anybody.
That's why the apology was weak -- because it was for the wrong reasons, shame instead of understanding. (And I don't think beating them up in public further is going to do much good. In fact, I think we've long past the point of actually doing something useful with this story.)
Or to put this in a business context, it's okay to have policies people don't like, and it's certainly appropriate to apologize if you've expressed your policies in a way that offended people. But it's not okay for a mob to dictate to you what your policies should be. They're two different things.