You have to forgive Malaysia Airlines a few foibles.
It wasn't the airline's fault the plane went missing. It wasn't the airline's fault it took so long to find the ruins, and it's only partially the airline's fault that no one is joyous at the prospect of riding Malaysia Airlines to Beijing any time soon.
But, sheesh, how about a Crisis Management Plan, huh guys?
I'm constantly startled when big First-World companies respond to foreseeable crises with full-scale ineptitude.
No one appears to have sorted a plan for what to do should the s*** hit the fan.
There's no good way to tell people their loved ones are dead. But a text message? Come on, that's how you vote on New Zealand Idol.
Malaysia Airlines now faces the unenviable task of monetarily valuing the lives of each of its lost passengers, balancing its teetering company balance with the fervour of foreign lawsuits and continuing global attention.
If the news cycle is any judge of a life's worth, the bad news for Malaysia Airlines is that the lives of Flight MH370's victims are probably more expensive than those of the dozens swallowed up by the landslide in Washington State.
They will be worth way more too, than the 529 pro-Morsi supporters sentenced to death by an Egyptian court.
I think Flight 370 families can reasonably expect to receive a sum that values their dead loved ones as somewhere between a killed forestry worker and Gwyneth Paltrow post-divorce.
But if I can offer Malaysia Airlines one shred of advice, it's this: aim high, really high. Take your initial US$5,000 ($5,700) per passenger and multiply it five times over.
Then take the final figure from whatever your insurance will pay and double that, too. Force a government bailout, if that's what it takes.
Money won't bring anyone back. But the sad truth is, it might still buy forgiveness.
• Jack Tame is on Newstalk ZB Saturdays, 9am-midday.