Delta has been attempting to grow its franchise in SoCal for years, and this is only the latest attempt to capture market share from UA, AA, WN and VX (in that order from LAX-SFO). I'm not sure UA will do anything to counter this move, as there is already a ton of capacity in the market, all-mainline weekday service and UA already enjoys the largest share of the LAX-SFO pie (about 30%). Plus, added-cost gimmicks like newspapers, free food and cocktails are so far removed from this corporate strategy that a comparable move would probably knock me out of my chair.