Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek.
When you become the object of ridicule and, indeed, a little detestation, people tend to pile on.
As new stories of mistreatment have emerged -- for example, the man who says he was thrown out of first class and threatened with handcuffs because an even more important customer had decided to get on the plane -- United has tried to find the right tone.
After a week of mea culpas, however, the airline has decided not to let itself be dragged down the social-media aisle by every complainant.
A soon-to-be bride and groom told NBC News they were kicked off a flight from Houston to Costa Rica on Saturday afternoon -- yes, they were on their way to their wedding -- because they'd found someone sleeping in their seats and decided not to disturb them, but to move to an empty row.
The flight was apparently only half-full, so they didn't think anyone would mind.
Michael Hohl -- the soon-to-be groom -- said they asked for an upgrade, but were told to go back to their ticketed seats.
"We thought not a big deal, it's not like we are trying to jump up into a first-class seat. We were simply in an economy row a few rows above our economy seat," said Hohl.
The next part in their story appears bemusing. They said a U.S. marshal came on board and escorted them off the plane.
"They said that we were being disorderly and a hazard to the rest of the flight, to the safety of the other customers," said Hohl.
Optimists will cheer that at least they weren't dragged down the aisle -- I'm talking about the plane, not their wedding.
United, though, firmly disputes their tale.
"We're disappointed anytime a customer has an experience that doesn't measure up to their expectations. These passengers repeatedly attempted to sit in upgraded seating which they did not purchase and they would not follow crew instructions to return to their assigned seats," a United spokeswoman told me.
It seems that Hohl and his fiancée had moved to Economy Plus from Economy. Just a three-row difference, but many miles in status.
The United spokeswoman told me they were offered the upgrade, but refused several times. She added that "no air marshal or authorities were involved. The passengers followed our crews' instruction to leave the plane."
Ah, so this was a no-heavies situation? You might imagine that United would be especially sensitive about the use of force after bloodying 69-year-old David Dao and staining its reputation.
Here, though, is where it all gets curious. In my mind, at least.
"We offered them a discounted hotel rate for last evening and rebooked them on a flight this morning," said the United spokeswoman.
If the passengers were so disruptive as to be removed from a flight, why was United being kind? What on earth transpired that the customers went to the media, while United says it marched them off an apparently half-empty flight, yet offered them a discount on a hotel?
There's one difference between this incident and that involving Dao.
Here, there doesn't appear to have been a video. Therefore, judging what really happened is much harder.
So now we await word from other passengers on the flight who might be able to offer an objective view of what happened.
United seems clear that it was in the right. The airline must hope that video evidence doesn't show something different.