i found this odd too when i first saw it. and i was picking my seats and such right on continental.com.
but honestly it doesn't bother me. in fact i welcome this. anything that involves less ERJ-145's is a good thing in my book. i'd still rather welcome a 737, but a CR7 is still better than an E145. way better. call it CO, call it UAex, call it whatever, i don't care. i just want to get from point A to point B while minimizing seat cramp misery.
also it's another case of me not having to hop to .bomb or having to transfer call centers. but i guess i would ask whether this is an indicator that the 2012 merged UA will be using this site and does this mean that .bomb will be sunsetted?
or am i reading too much into it.