Regardless of what one may think about the doctor that was dragged off the plane, United is a multi-billion dollar company with a fiduciary responsibility to its shareholders to do a much better job of never letting something like this get this out of hand. Yet it just seems to keep happening.

But United did, and Munoz allowed an initial tweet to go out, that was so ill-conceived, it looked like amateur hour. The doc doesn't have a group of PR and marketing professionals paid millions of dollars to not only promote - but also protect the brand. Again, as a shareholder, I want to know why those folks ever let it get this far, and why I have a well-paid CEO who couldn't see that he works in an industry that is generally disliked by the public, and a target for anybody looking for a pound of flesh.

Munoz should not have been made CEO of United - he's a joke, as is his airline. How overblown it is will ultimately be shown in whether UAL regains its market cap or not. However, I think it is clear that Munoz isn't the right guy to steer the ship, so in the sense that it further exposed a lousy CEO, it's not overblown at all.