It doesn't irk everyone. Obviously you would prefer that I (someone who changes CO awards that would otherwise pay $150 a pop on UA) should be irked rather than you (someone who books last minute awards for free who will now pay $25 a pop). It's understandable to look out for yourself.

Assuming that your mandate was to unify CO and UA award fee structures in such a way that it was no worse than revenue-neutral (yes, I know, UA should charge less money overall, in an ideal world. Also, I'd like a pony and a billion MP miles, as long as we're discussing an ideal world. Back in reality, it's unlikely the merger is going to make everyone happy). So how would you do that? Which customers should/would you irk? Keep in mind that under UA's current rules, you could fly 90,000 miles a year and get no reduction in change/award fees for being a loyal customer. Imposing that on CO customers who are Platinum (and who don't have to pay change fees, get reductions on other fees currently) is likely to "irk" them, no?