Anyone remember when United Airlines had the slogan "fly the friendly skies". 
This video is going to be very expensive for United. Absolutely, the worst way of handling the situation. It will not be expensive from a lawsuit point of view, as United is entitled to overbook and bump people off the plane. It will be expensive from the bad publicity and the lasting memories of how United treats its customers. There are going to be a lot of people who will not book with United because of this video and bad publicity.