They're sorry because they got caught. That's all there is to it. Watch the actual apology video; they spend most of it patronizing viewers for not understanding them the first time and overall don't sound or act even remotely remorseful.
As I previously noted, this is a pretty open-and-shut case.
- They tried a powerplay, albeit a really stupid one.
- They got caught and busted because they weren't ready for such a play and handled it poorly.
- The powerplay blew up in their faces and they scrambled to save face while still trying to save the play on the side.
- The backlash was so massive, they stopped trying to continue the side play and put all efforts into damage control.
And this is where we're at now.
Honestly, had they been a little more patient and a little less ambitious, and planned things out a bit more cleverly, this powerplay could have been a resounding success. But they weren't, they didn't, and it wasn't.