…three men in black shirts and black baseball caps yanking a middle-aged man out of a seat. The men dragged him down the aisle, while someone screaming could be heard in the background….

United CEO Oscar Munoz responded to the incident on Twitter on Monday afternoon.”This is an upsetting event to all of us here at United. I apologize for having to re-accommodate these customers,” Munoz said.

I’m not sure that “re-accommodate” quite captures three goons forcibly dragging a non-violent passenger off a plane.

The incident occurred after United asked passengers to give up their seats voluntarily for compensation. Nobody took the airline up on the offer, airline spokesman Charlie Hobart told CNN. United then used a system to determine which passengers would leave the flight.

“Voluntarily” apparently doesn’t mean what I thought. Once somebody has a valid ticket and is seated on the plane, it’s a little late to take them off, and doing so not only violates most people’s sense of fairness, it also has the potential to be a public relations nightmare.