Munoz's first two apologies did very little to calm the furor over the situation. It didn't help matters that he referred to the forceful removal of the passenger as "re-accommodating."
The third apology, however, did seem to have an effect on investors.
As of the end of the day, United's nearly $1 billion, 4% drop has risen to a 1%, $250 million drop in value.
What will happen from here? Will it go higher? Lower? Is this the new normal?
According to CNN, over 46,000 passengers were booted off of flights due to overbooking practices back in 2015.
Overbooking is a standard practice in the aviation industry, where airlines intentionally oversell sets on their flights. The reasoning for this is scientifically and mathematically proven, according to some. It allows airlines to charge cheaper fares and guarantee flights regardless of how popular a route is.
Will this whole situation put pressure on airlines to cut back on the practice? Or will United see a more longterm hit for this botched PR nightmare?
We'll have to wait and see.