Freshly Exhumed writes: On the morning of December 26th, 2013, an error on the website of Delta Air Lines' produced impossibly low fare discounts of as much as 90% for about 2 hours before the problem was corrected. Delta, to their PR benefit, have swallowed the losses, and the lucky customers have shared their delight via social media. Unfortunately for many buyers of goods from The Brick furniture retailer, no such consumer warmth is forthcoming. The Brick's website checkout had awarded them an additional 50% off, over and above all other costs, but the official corporate response has been to demand the money be returned. Affected customers are now lashing The Brick with social media opprobrium and drawing direct comparisons with Delta's response. So, given that these are not small, mom-and-pop companies, have we reached a point at which online retailers are expected to just swallow such costs for PR purposes, as part of doing web business?