United as a company needs to develop people skills overall. Being in the right doesn't make you right. Especially if the general public is your customer base. You have to accept that people don't understand the rules and don't care about them as much as you do. Yet, you are taking their money so you have treat them well if you want to keep taking their money. It may not be fair, but it is the reality. I'd be surprised if United is still around as an airline in five years from now unless they make some major efforts in training their employees and management alike in soft skills.