Big is not pleasing when it comes to services. It means that you, a customer, are nothing, an impediment, a nuisance, an awkwardness, a de minimis statistic, a pellet of silt on a beach of corporate wealth.
Article source: http://www.huffingtonpost.com/entry/united-airlines-is-just-one-miscreant-in-the-age-of_us_58f18727e4b04cae050dc772?section=us_travel