Just another data point: I had the
extreme misfortune of having opened an
ETrade account literally days before I
saw the first ads for the UA 25K mile
deal.

I called ETrade and asked to be credited
the miles. They said "Sorry, had to be
requested at account creation time". Long
story made short, we went several rounds
before my patience finally ran out and
I gave up the fight.

This was several months ago. Subsequent
to that, I have had trade and site related
probs with ETrade on several occasions.
So, unfortunately for them I suppose, my
money is now at Charles Scwhwab. Now if
only Schwab would offer some miles!!!