There needs to be a punitive aspect as well. Simply taking away their profit doesn't discourage this in the future, as being caught isn't certain.

I'm not saying the company should be bankrupted, but it has to hurt them enough that they wouldn't want to risk trying again.

Hurt them enough so that nobody will try the same again, not just kik. But then again, bankrupting them isn't the wisest choice, if they pay enough taxes and their offences isn't too severe, it would be better to have them around employing people and paying taxes and wages vs it doesn't exist at all.

If I have nothing and rob a bank, should I get get to keep half? Why should the penalty bankrupt me?

No, that's a much different situation. Kik could have acted legally and still made a profit on this idea, although maybe less. In your example, clearly there is no "legal" way in which you could have robbed the bank

In their own words they couldn't make a profit...

As for their being no legal way to rob a bank, there are a whole bunch of folks from the 2009 mortgage crises who would beg to differ.