It's a pretty low cost to customers (I've never met anyone who was unhappy that they got bumped, because the kind of people who don't want to get bumped don't opt-in) and it actually delivers returns in the form of lower ticket prices, since if they were underutilizing the space in the planes, it would be more costly to operate.
It seems to me that the problem with this situation was not overbooking, it was that for whatever reason they did not use the generally well-received bidding system to allow the people who were going to be bumped to select themselves. On a full plane, what are the chances that you can't find 4 people willing to give up their seats for $1000 (or even less)?