-United and most/all airlines feel that overbooking is the best way of maximizing profits for flights in order to ensure they are filled to maximum capacity
-Most of the time this isn't an issue
-Sometimes too many people actually show up and some people are asked to give up their seat and offered replacement flights
-Often times this isn't enough, so airlines offer incentives to help motivate people to give up their flight and feel better about the whole situation
-United capped this incentive at $800 <<< This is where United fucked up
<<Here is where they continued to fuck up>>
-United didn't really have a plan for what happens if people don't volunteer for $800, so they did a lottery system where 4 lucky winners get to be kicked off the flight
-United didn't plan for the situation where someone would resist leaving the flight
-United smashed a guys face and dragged him off a flight by force after he paid for his ticket, sat down, and did nothing wrong (other than refusing $800).
The crux of the problem is the $800. They should have properly planned for when $800 isn't enough (and in 2017, $800 really isn't that much). They should increase it to $1,200 or $1,600 etc, and that should be in their budget. Like I said, if they are benefiting from overbooking, their cost benefit analysis should include the PROPER cost of having to buy someone out of their seat. They can't rely on breaking peoples faces if they don't comply.