I picked this up from David Meerman Scott’s blog, which sets up the story. As a musician, I can relate to the fear of having your instrument damaged by careless baggage handlers. Even my suitcases lose a piece here or there in the course of a trip.
For an airline to not accept responsibility for damaging precious cargo like a guitar (did the handlers on the tarmac think it was a clever suitcase full of clothes?), we’re well beyond customer abuse. Check out the video: