You're right that actions matter. Part of what makes this a good apology are the actions that back it up. They took meaningful action to redress the harm they caused, and put a policy in place to prevent the mistake from recurring. It's awfully hard to build up a record of bad actions followed by good apologies, because good apologies are more than just words.

But I think words are important too. The folks at Kickstarter clearly regret not having cancelled the project before it was funded, and that comes through in their apology. They gave the reasons for their failure, without turning them into excuses. That kind of sincerity is rare, and it's important. I'd rather see companies defend their actions when they believe they were right, sincerely apologize when they believe they were wrong, and never issue insincere non-apologies.