Thanks, it was hardly a cheap fare... I could have flown Air Canada for 4200 USD dollars directly through Air Canada but now I understand, it was likely a bulk fare. I guess being loyal doesn't pay... so why be loyal.
I think this is absolutely counterproductive, they want business travelers but which business buys their tickets directly on their website? Maybe some will stay loyal, but I know I spend easily 75k a year on airline tickets and if they want to put so many restrictions on this, they won't see any of it moving forward.
I do appreciate everyone's quick response, I'll take it up with United.