Playing Captain Steve Rogers, Baldwin apologized to himself on behalf of American Airlines:
"Mr. Baldwin is an American treasure. And I am ashamed at the way he was treated. I mean, what harm would it do to let him keep playing his game? And not any game, mind you, but a word game for smart people."
It looks like the skit was a success -- he managed to get in a few digs at the airline, the segment has been played over and over again in the news, and it was actually funny.
Maybe now he'll win back some of those fans.