Sheesh, I laughed when Richard Branson insisted on calling passengers "guests". Not laughing any more.
My non-American brain does not compute using sheer assault against someone who sat in a seat he had paid for and hadn't volunteered to move from. Even if they offered money/compensation, is there something wrong with listening to a reasonable request to continue travel because of compelling circumstances? Even those called for jury duty are offered that decency.
They have just pooed in their own nest for the entire world to see on video. Diplomacy - negotiating rules with practicalities. UA = own goal.