UDU was a bad idea from the start. When we used to have e500's, you had to manage your upgrade instruments more carefully and expectations were set accordingly. The new scheme means even more disappointment for everyone.

And I'll say this: if one of my managers was alienating all the good customers in favor of a smaller number of impulse purchasers, then he/she would be fired.

As someone who regularly buys FJYBM tickets, I'm just not seeing the loyalty from UA. Therefore they shouldn't expect it in return. My AA EXP card looks pretty good in my wallet. Works well too...