For me it's simple.

As someone who buys a combination of BF and Economy tickets depending upon client budgets, I now base my travel upon the following;

1. Convenience
2. Cost
3. Service
4. Trust

I have found more convenient options than United for the last two years even though I fell into 1K territory again last year on them.

I find that for International I get a better fare in Business on other carriers and a better product with better service than United

My level of trust with United across the board has dropped through the floor. From the "changes I don't like" to the Global Services agent [name redacted per FT policy] in SFO who called my wife a liar and threatened her by calling over a cop when trying to change her flight within the 24 hour window to get back home due to an adverse reaction to a new prescription. The cop was called as my wife wanted take a picture of [the agent] for future reference in regards to her conduct, United have a policy which in no way means it is illegal under any law or statute to my knowledge but [the agent] used the words "illegal" and called the cop anyway to intimidate my wife! I have never had to deal with my wife in tears at an airport due to a Customer Services Agent before this while I was in Europe on business totally unable to help than by phone! [The agent] also felt that my wife was a threat and put a TSA restriction onto her profile just to make things even better that day! Luckily she finally found an agent to help her with only 45 minutes remaining before her flight.

We are no longer considered customers in the eyes of United who are paying for a service and if [moderator edit] the SFO Global Services lady is anything to go by we are in for far worse in the future, that is if you make the choice to continue to patronize United. I have decided only to use them when they get me from A to B with the most convenience and within my clients budgetary cost!