Have you seen the news and social media lately? United has been the butt of the blame "discreetly" the way James Bond making his way from point A to point B in a city while blowing up, crashing, and destroying everything in his path is "discreet".
Can you honestly name or a remember a PR disaster as bad as this one about any company in the past two years?
I would phrase it as "loudly and publicly accepting blame and a tremendous backlash".