Haven't been to COU/Columbia in nearly five years since attending an event at the J school but I really doesn't surprise me they are having such trouble attracting and retaining air service. There really isn't much in the area beyond the University and Jefferson City, most of which draw state and regional travelers that are able to get there easily by driving. Something has to give hopefully the new AA service will be successful. The DL flights to ATL are probably more valuable since DL at ATL has substantially greater connecting opportunities than AA and partners at ORD.