[Alupis]

> An unrealized change in the stock price doesn't really mean anything

I think we all understood that already. It's merely comparing, and accentuating, the market cap loss vs. options that would have been less costly, even if those losses aren't "real".

To that endeavor, putting these employees on a rocket ship, launching them into space, docking with the ISS, then finally returning sometime later... just for fun... all would have "hurt" less than trying to evict customers from their seats in this case.

[maxerickson]

"hurt"

That's just the point. A short term stock move doesn't hurt (or help) a company much at all.

[adwi]

Not to belabor this, but I believe it's a valid point to illustrate the scale of the potential financial repercussions for United. The damage to their brand could in fact cost far more than the short term $1.6B change in market cap.