. >> reporter: united airlines ceo scott kirby recently telling "the atlantic" that the airli airlinesalation technique has had good results. >> we tell our flight attendants, you're not supposed to be the police in the sky, de-escalate if they can. if they won't put the mask on, all the airplanes have the cards, give the customer the card and say, if you don't put the mask on, you're going to be banned from flying united, then it's over. don't fight with them. >> that gets everybody to go, oh -- >> not everybody. we've had to ban 700 customers. but it largely works. >> reporter: while stiincidents have tapered off, it's 670% higher than 2015. >> it's still way too much to be anywhere near a level of acceptable, and we have to keep going at this. but at least for the first time we're starting to see that we're headed in the right direction. >> when i hear you talk about this, i wonder, do you still love your job? >> i absolutely love what i'm doing. i can't tell you how many family members i've talked to, and they've shared their life stories or they've shared how they've saved for yea