Even if you envisioned a well-orchestrated conspiracy by all economy fare passengers to hold out for the $10,000 limit, that's still chump change for a business the size of United Airlines.  I'm certain, if he could turn back time, CEO Munoz would have ordered any number of low-level United flunkies to offer Dr. Dao $50,000 to surrender his seat just to avoid the public relations nightmare and money pit he has now.  AND it would still have amounted to chump change.