I really struggle to find this whole United story believable; not so much the over-booking, but the idea this guy was 'disruptive' when they tried to pull him off the flight..
Who would not be angry at being asked to get off the flight they had booked and paid for? Of course the guy resisted....then being USA, things tend to get a bit heavy from there!
Worse for the company to say that this is because we need to transport our own people, up yours customers. Now the CEO has written, saying the same thing. It is all the customers' fault for resisting being thrown off the plane by 'not co-operating'.
Basically, as things go, this is bad enough to make Mike Ashley look like a good guy when it comes to business and people management.
On top of all of this, it was only a short flight, United could have had their staff catch a bus or train with no problem.
The company will really suffer for this and deservedly so - I can't see a single part of the argument they can win on.