After that shriek from an Asian American airline passenger heard round the world, methinks United needs to bleed a little more.

When it perpetrated a violent act that caused an innocent passenger to shed blood, United crossed a very serious line.

It declared war on the American consumer.

I was riled that it was an Asian American. But in this de-racinated corporate world, we’re divided into just two camps:
the business and the consumer. And the consumers have united against United. It’s behavior shows a callous disregard
for the people who have kept them in business.

If you didn’t see the apology, here is the statement of United CEO Oscar Munoz:

“The truly horrific event that occurred on this flight has elicited many responses from all of us: outrage, anger, disappointment. I share all of those sentiments, and one above all: my deepest apologies for what happened.Like you, I continue to be disturbed by what happened on this flight and I deeply apologize to the customer forcibly removed and to all the customers aboard. No one should ever be mistreated this way. I want you to know that we take full responsibility and we will work to make it right.”

Munoz plays the right notes. It just lacks a little soul.

Consider his memo prior to the apology when Munoz praised his employees and seemed to blame the victim, calling the passenger “disruptive and belligerent.”

If you see my post at http://www.amok.com, you know I thought that was a little odd.

In fact, when I heard it, in conjunction with news reports about the passenger, Dr.David Dao, I figured this was the set up for a lawsuit.

It may still be. But I think Dr. Dao can extract a little more for the pain and suffering he experienced at the hands of United, and witnessed by millions throughout the world.

Free advice to United: Keep the apologies coming. The shrieks of Dr. Dao have shattered public trust in your brand. It will take a lot more than a statement to restore.

Check back for new Emil Amok’s Takeout on this story here: