I feel like this is going to make it into PR textbooks as a perfect example of how not to manage a developing situation. Right from the pre-boarding request fo

I feel like this is going to make it into PR textbooks as a perfect example of how not to manage a developing situation. Right from the pre-boarding request for volunteers yielding no results, to then letting passengers board, to 'randomly' selecting 4 people to 'volunteer' after failing to increase the incentive bounty above $800, to calling in the cops, to patronising responses on Twitter, to refusing to comment when major news outlets get in touch and on to the CEO failing to apologise for the harm to the guy but instead for having to 're-accommodate these customers'. Nothing about this was handled well but you wouldn't expect it to be because it required a series of damaging institutional/cultural practices to be in place already to let the situation develop in the first place - so the response was always going to be sub-par.