That's the problem. When you have a crappy product, you are forced not to match your competitors' prices, but to significantly undercut them. One of the things keeping UA's prices in line with its competitors is the fact that UA elites will pay a premium for the opportunity for upgrades, and to get the miles to maintain their elite status. If that goes away due to the PQD requirements, Jeff & Co will be forced to either match the competitors' quality of service, or lower prices further. Given that Jeff & Co don't seem to be capable of doing the former, they'll probably be doing the latter, which will hurt UA's numbers even more.