The "problem" is that these social media users can sometimes achieve parity in expectations. United (and business in general, on the large) expects people to take what they're given for the price they pay. "You pays your money you takes your chances." That "one tweet" or whatever is seen to cause United problems is evidence of how inured we have become to their abuses. Your critique kind of reminds me of police vs. video, "Hey, you're not supposed to have any power here." Why should a business deserve sympathy? They certainly don't have any for us in the profit-margin-improvement meetings.

The entrepreneurial lesson to be learned here is not to sell items you can't provide.