There's nothing funny about Malaysia Airlines losing two Boeing 777s and more than 500 lives in the space of four months. That hasn't kept the humor mills from churning out dark humor and lighting up cyberspace.
Actor Jason Biggs, for example, got in trouble for tweeting: "Anyone wanna buy my Malaysia Airlines frequent flier miles?" A passenger supposedly among the 298 people aboard Flight 17 that was shot down over eastern Ukraine yesterday uploaded a photo of the doomed plane on Facebook just before takeoff in Amsterdam, captioning it: "Should it disappear, this is what it looks like."
That reference, by a man reportedly named Cor Pan, was to Malaysia Airlines Flight 370, whose disappearance in March continues to provide fodder for satirists, conspiracy theorists and average airplane passengers with a taste for the absurd. On my own Malaysia Air flight last month, I was struck by all the fatalistic quips around me -- conversations I overheard and in those with my fellow passengers. One guy deadpanned: "First time I ever bought flight insurance."
There is, of course, no room for humor after this disaster or the prospect that the money-losing airline might not survive -- at least not without a government rescue. This company had already become a macabre punch line, something no business can afford in the Internet and social-media age. It's one thing to have a perception problem; it's quite another to have folks around the world swearing never to fly Malaysia Air.
Nor is no margin for mistakes by Malaysia or the airline this time, even though all signs indicate that there is no fault on the part of the carrier. The same can't be said for the bumbling and opacity that surrounded the unexplained loss of Flight 370. Even if there was no negligence on the part of Malaysia Air this week, the credibility of the probe and the willingness of Prime Minister Najib Razak's government to cooperate with outside investigators -- tests it failed with Flight 370 -- will be enormously important.
As I have written before, the botched response to Flight 370 was a case study in government incompetence and insularity. After six decades in power, Najib's party isn't used to being held accountable by voters, never mind foreign reporters demanding answers. Rather than understand that transparency would enhance its credibility, Malaysia's government chose to blame the international press for impugning the country's good name.
The world needs to be patient, of course. If Flight 370's loss was puzzling, even surreal, Flight 17 is just plain tragic. It's doubtful Najib ever expected to be thrown into the middle of Russian-Ukraine-European politics. Although there are still so many unanswered questions -- who exactly did the shooting and why? -- it's depressing to feel like we're revisiting the Cold War of the early 1980s, when Korean Air Flight 007 was shot down by a Soviet fighter jet.
More frightening is how vulnerable civilian aviation has become. Even if this is the work of pro-Russian rebels, yesterday's attack comes a month after a deadly assault on a commercial jetliner in Pakistan. One passenger was killed and two flight attendants were injured as at least 12 gunshots hit Pakistan International Airlines Flight PK-756 as it landed in the northwestern city of Peshawar. It was the first known attack of its kind and raises the risk of copycats. The low-tech nature of such assaults -- available to anyone with a gripe, a high-powered rifle and decent marksmanship -- is reason for the entire world to worry.
The days ahead will be filled with postmortems and assigning blame. That includes aviation experts questioning why Malaysia Air took a route over a war zone being avoided by Qantas, Cathay Pacific and several other carriers. The key is for Malaysian authorities to be open, competent and expeditious as the investigation gains momentum. Anything less probably won't pass muster.
William Pesek is a Bloomberg columnist. The opinion expressed is his.