I don't think it's just us Aussies who are surprised by it... I believe Europeans think it odd too!
Sure - it's great for UA pax... booked on UA flights... but it has a (small) downside, which is obvious when you see all the threads started by folks who seem to think it must be a universal thing...
They book on ANOTHER airline (particualrly a non-US based one) - and then cry "unfair" when they can't get a refare.....
And no.. they don't get a lot of sympathy....
They generally DO get advised to buy a fare they are happy with.. then STOP CHECKING!!