I consider studies like this to be disruptive: society is already rude enough as it is, and giving encouragement to uncivil people will only exacerbate the problem. Granted, it's only a small study (228 people) and it is the Daily Mail that is reporting it, but really, the world doesn't need any more arrogant people!
Fortunately, the majority of commenters on the article have dismissed the study, with the minuscule sample size being the primary reason for its rejection. Multiple people also thought that there are enough rude types around and/or had no interest in being friends or family with someone who has zero regard for the feelings of others; in my own experience, most people I've met would rather apologise for a wrongdoing than ignore what others think to strengthen their own self-importance.
If I make a mistake that requires an apology, I apologise. I don't receive any sort of satisfaction from refusing to give an apology; in fact, I feel awful when I haven't been able to give an apology to somebody when one was clearly required. On the other hand, I don't apologise excessively so that apologising becomes meaningless, but I'd rather have respect for someone else's feelings than be a jerk.