I guess they can afford the lawsuit ...
"For the year, United registered $2.3 billion in profit against $36.6 billion in total revenue. In addition, the airline returned $628 million to employees in the form of profit sharing. "
https://www.businessinsider.com.au/u...17-1?r=US&IR=T
That said, no amount of legal badassery can fix a tarnished reputation. The internet is ablaze with ridiculing memes, so this wont blow over in a day.