The public relations group at United Airlines, to quote one commenter on YouTube are "shitting kittens". Good luck not equating your company name with 'United Breaks Guitars' with Facebook, YouTube, Twitter and Blogs like this one all being fully able to draw attention to it.
This is bigger, this really gets at the Big Corp saying "sorry we're just not responsible for anything to you in any way anymore, just buy from us and shut up about it" to their paying customers.
Dave Carroll flew United Airlines. Dave Carroll looked out on the tarmac and saw his bands guitars being flung around by United baggage handlers. Dave Carroll's Taylor Guitar was destroyed. Dave Carroll the was told there was nothing they could do in every way imaginable and often in a rude fashion. Dave Carroll is a songwriter and lead singer in the Canadian band The Sons of Maxwell.
That's real bad news for United's PR staff. This video hit yesterday and is beginning to go viral in 4,3,2,1