That's the key observation...like it or not, bumping for VIPs is a fact of the airline business. What is unusual about UA isn't the bumping, its how they present the fact to the affected customer. Just unpleasant, adversarial, dismissive, unapologetic...Really extends to their whole operating attitude. Take a circumstance that is common to the transportation industry and the solution is presented in such a awkward manner that the customer leaves doubly aggravated.