As Dave Carroll writes on his explanation page:
In the spring of 2008, Sons of Maxwell were traveling to Nebraska for a one-week tour and my Taylor guitar was witnessed being thrown by United Airlines baggage handlers in Chicago. I discovered later that the $3500 guitar was severely damaged. They didn’t deny the experience occurred but for nine months the various people I communicated with put the responsibility for dealing with the damage on everyone other than themselves and finally said they would do nothing to compensate me for my loss. So I promised the last person to finally say “no” to compensation (Ms. Irlweg) that I would write and produce three songs about my experience with United Airlines and make videos for each to be viewed online by anyone in the world. United: Song 1 is the first of those songs. United: Song 2 has been written and video production is underway. United: Song 3 is coming. I promise.
The "Detailed Version" of events on that same page goes into the particulars of what transpired.
As my friend David Bryan said on Twitter, this is one of the most clever ways to complain that I've seen. And for United, this is only part 1 of 3.
United... are you paying attention? Your customers are voicing their dissatisfaction.