I think the author would've have retorted that indeed the infrequent traveler is lodging complaints to those websites, but will still fly the cheapest airline the next opportunity.
It's really the high value/corporate travelers that he is commenting that had lost faith in UAL mgmt. to make some changes.
They would just change their business and not bother with any complaint websites.
He spent a good chunk of space in the article alone talking about how UAL mgmt. over analyzed the coffee selection, and still made a decision based on cost over quality (their opinion of course).
Since you do everything in your power to make UAL a great airline with top notch piloting skills, I'd think you'd be thrilled if your mgmt. had the same goal instead of just cutting costs to the point where UAL's product is no different than say Frontiers.
I guess you can compete on quality or cost but it's really hard to compete on both.
I hope that Munoz helps lead UAL to greatness. Happy MLK day!