Low cost carrier and infamous social media-refusenik Ryanair has demonstrated perfectly that it doesn't see any point in worrying about what people say on the likes of Twitter.
British singer Lily Allen, a high profile celebrity figure over the past five years or so and with three million followers on Twitter, reacted angrily last week when she arrived at a UK airport and was forced to pay £40 to print her boarding pass for a flight with the airline.
She wrote:
Clearly not very happy, shortly after she tweeted again:
The charge is part of the airline's terms and conditions when a ticket is issued, presumably put in place to make sure passengers are armed with the correct paperwork in the terminal and require almost zero contact with the airline before they move air-side.
Now, it is perhaps reasonably fair to say that any other travel company on the planet would have panicked somewhat when faced with a high profile celebrity exploding with such a rant in public.
Social media crisis committees would have been convened, PR companies charged with spinning around the clock to counteract any negative publicity by working with so-called friendly folk, etc.
Even the airline's unofficial cousin in the US, SouthWest, unleashed resources into defending itself and trying to have some dialogue when actor and director Kevin Smith took to Twitter to complain about seat sizes.
But this is Ryanair, remember - a company without an official Twitter account, Facebook page, social media strategy (at least, a visible one) and which famously said it didn't want to engage with "lunatic" bloggers.
Whether Allen's outburst will prompt anything meaningful from Ryanair (it has, typically, been silent over last week's events) is difficult to determine. It still sells millions of tickets every year, without a social media strategy.
But for all the hand-wringing about social media, it's fascinating to see how one company is still completely belligerent and dismissive about its impact - and seemingly doesn't appear to have taken any significant hit to the bottom line for years, despite reams of negative publicity.