I think the man concerned is an idiot. What a ridiculous waste of money; I've no doubt the bags would gave been delivered in any event (that's happened to me the two times my bags have gone missing).
My business (not an airline!) spends a lot of time monitoring and responding to any complaints raised by our customers on social media. The real problem though, is that unlike a "traditional" complaint, the complaint is broadcast to all and sundry.
Furthermore, there is, seemingly, no realistic restriction on what people can say. They can lie or act out of spite simply because the amount of stuff that's generated every day makes it virtually impossible for any company to stop it; and once it's out there, it's out there.
I'm all for free speech but that doesn't mean there shouldn't be consequences if that free speech is libellous or defamatory.
Rant over!