Originally Posted by
goldfishman
To answer the OP, yes, I do think UA will match. I'm reasonably sure the vast majority of consumers don't compare the baggage fees between airlines when they book, so there's little reason for UA not to match the highest fees.
+1. I think the value is in not having bag fees at all vs. others with bag fees - this is something very easy to convey in advertising. Unless (until?) the bag fees are exorbitant, not many people will care very much that some airlines charge $5 more or less than others.