The discussion about keeping the tulip misses the point. It is an iconic branding for many, many people. Unfortunately, they associate it with crap. It's cheaper and faster to drop it than to try to change the perception.

If you love the tulip, then blame Tilton for its demise. Rather than restoring the brand post-haste in BK or quickly afterwards, he dithered for years moaning about how he needs to combine with a smaller airline to save UA. That is such a crock. The board should have dumped him like a bad habit years ago.