How might you reconcile this discrepancy between the two views? Or is there a discrepancy?

https://www.youtube.com/watch?v=5YGc4zOqozo&feature=youtu.be

Some of you may have heard of Dave Carroll and his song on YouTube about baggage handlers at United Airlines who broke his guitar. Listen at:

This video quickly went viral for a number of reasons, but one large reason was because it resonated with so many people.

Dave Carroll now includes public speaker as one of his many talents and he incorporates (1) customer relationships, (2) how companies use social media and (3) recognizing that people are connected with everyone worldwide into his talks.  Listen to a segment of one of them at United Breaks Guitars Story & Case Studies  to prepare to answer the question.

To United Airlines, Dave would most likely be classified as “insignificant”, but his video sent a negative image of United Airlines worldwide. However, customer segmentation allows a company to cost effectively better serve thousands of customers. 

How might you reconcile this discrepancy between the two views? Or is there a discrepancy?