I kind of like what EK's marketing team have been doing lately in response to anti-ME3 sentiment. The first was a very swift (mere hours) commercial praising ICE in response to the electronics ban:
Now they've just released a video citing their recent Tripadvisor awards (not that I put much stock in such awards) and making fun of United's "Fly the friendly skies" slogan in light of the now very well publicised removal of a UA passenger.
I'm kind of loving this cheeky adverstising! I think I saw that RJ tweeted something in reference to the incident as well.