Angered by the videos and pictures of the incident, people on Twitter dragged the airline for its terrible mistreatment of the passenger. Some compared it to “Fight Club:”

United Airlines is pleased to announce new seating on all domestic flights- in addition to United First and Economy Plus we introduce.... pic.twitter.com/KQjPClU2d2 — McNeil (@Reflog_18) April 10, 2017

.@united #flight3411 Ladies and Gentlemen, welcome to United Airlines' Fight Club. If you won't leave, we'll make sure you do. pic.twitter.com/xaGiUEVi2O — zenszeiwa (@zenszei) April 10, 2017

First Rule of #unitedAIRLINES You do not talk about Fight Club. The second rule of #unitedAIRLINES is: You do not talk about Fight Club — MoMoneyMoCatnip (@ChampagneDosser) April 10, 2017

Others took a different approach:

When you on a overbooked @united airlines flight... pic.twitter.com/il4opwlYab — Santorini Grease (@AdrianNeenan) April 10, 2017

Wow now is not the time United pic.twitter.com/VzCoL30xZA — Casey Newton (@CaseyNewton) April 10, 2017

Looking forward to my @united flight later this week. Will bring a lawyer, just in case. — Jeffrey Goldberg (@JeffreyGoldberg) April 10, 2017

Somewhere on Cable News: "Last night, United Airlines became Presidential." — Frank Conniff (@FrankConniff) April 10, 2017

After all of this, hopefully fellow airline passengers learned one thing:

The moral of the story is don't fly #United without a Pepsi. — Travon Free (@Travon) April 10, 2017

United Airlines’ CEO, Oscar Munoz, also endured the wrath of Twitter for his use of the term “re-accommodation” in his apology for the incident:

Statement from United Airlines CEO on its 're-accommodation' of passenger on Chicago-Louisville flight. pic.twitter.com/cocD3XY4f9 — Byron York (@ByronYork) April 10, 2017

@ByronYork Looks like they re-accommodated the crap out of him — AJ Spiker (@AJSpiker) April 10, 2017

@ByronYork "Re-accommodate" Sure. Re-accommodate by the scruff of the neck. — GK Chesterton Tweets (@GilbertCTweets) April 10, 2017

Sounds like a job for a crisis PR agency.